It's Official, Beyoncé Has Teamed up With Levi's
Here’s what we know.
Levi’s has launched some pretty impressive collaborations over the years, teaming up with names like Stussy, sacai, ERL and New Balance in 2023 alone. Its campaign talent has been nothing short of spectacular too, with recent stars like Barbie Ferreira and Emma Chamberlain appearing in new campaigns last year.
Now though, it appears the brand is ready to take things up a notch as it recently took to Instagram to share a teaser of its newest team-up: Queen Bey. Posting a cryptic graphic image of a horse and rider with a cowboy hat, Levi’s tagged Beyoncé and captioned the post “INTRODUCING: A New Chapter.”
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Just today, Levi’s just released a new 30-second ad featuring Beyoncé, titled “Chapter 1: Launderette – Reimagined with Beyoncé. #LiveInLevis.” The video is set in a laundromat where Beyoncé takes off her blue Levi jeans, tossing them into the washing machine along with diamonds. Underneath, she reveals a simple white tee and underwear, capturing a fresh and stylish take on the 1985 Levi’s ad, where a male model strips off his jeans and tosses them into a wash full of stones to get that perfectly rugged, stonewashed look.
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We’re ready for this new chapter of Cowboy Carter with reference to one of the tracks from the album, “Levii’s Jeans.” This campaign is serving up fresh takes on the brand’s most legendary ads and since this is just a sneak peek at chapter one, you can bet there’s plenty more to come in this series.
As expected, fans have gone to town in the comments, with one saying “me analyzing every single thing in this ad for act three clues and easter eggs” while another commented, “If Beyoncé is selling it… we’re buying it.”
Stay tuned for more updates on the campaign.
In case you missed it, take a look at our favorite collaborations from Fashion Month SS25.
