Drawing inspiration from Beyoncé’s innovative approach to art, culture and storytelling, the new campaign re-imagines classic Levi’s looks and films. The campaign follows the release of “LEVII’S JEANS” – a track from the artist’s “COWBOY CARTER” album. The iconic San Francisco based jeans company calls Beyoncé’ “one of the most influential figures of modern culture.” Furthermore, the brand believes Beyoncé’ will reaffirm it’s place at the center of culture.
“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” said Beyoncé. “I am honored to work with Levi’s to create quintessential American iconography. Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength.”
The campaign is fully integrated – including television, out-of-home, digital, social, print brand activations and exclusive products.
