Beyoncé stars in a new ad campaign for Levi’s, offering her take on some of the brand’s classic styles and advertising spots. The collaboration began when Beyoncé’s song “Levii’s Jeans,” a duet with Post Malone from her “Cowboy Carter” album, caught the attention of Levi’s headquarters. The brand celebrated by temporarily rebranding to “Levii’s” on social media.
Kenny Mitchell, the global chief marketing officer of the Levi’s brand, said this move was about “moving at the speed of culture.”
The partnership has grown into a multimedia campaign that melds Beyoncé’s star power with Levi’s rich heritage. The campaign will reinterpret some of Levi’s most iconic advertisements, such as a 1985 commercial featuring a young man in a laundromat, which has been updated to star Beyoncé. “My song ‘Levii’s Jeans’ celebrates what I believe is the ultimate Americana uniform—something we all wear with pride,” Beyoncé said.
“I am honored to work with Levi’s to create quintessential American iconography.
Beyoncé collaborates on iconic denim ads
Denim on denim has often been seen through a male lens, so this campaign, which celebrates the iconic female perspective, is important to me.”
The campaign includes television, out-of-home advertising, digital, social media, print, brand activations, and exclusive products.
It kicked off with a teaser on Levi’s Instagram account and digital projections in key markets like San Francisco, Chicago, New York, Atlanta, Paris, and Berlin. “This campaign is celebrating two icons,” Mitchell said. “It’s inspired by Levi’s and our unparalleled history and impact over time, as well as Beyoncé, who’s a culture-shaping artist and icon.”
Beyoncé’s history with Levi’s dates back to 2001 when her former group, Destiny’s Child, promoted super low-cut jeans.
More recently, she wore Levi’s shorts during her 2018 Coachella performance, which was featured in “Homecoming: A Film by Beyoncé.”
The new campaign aligns with Levi Strauss & Co.’s broader business objectives, with about a third of their business coming from women’s products. Michelle Gass, CEO of the company since January, noted significant growth in the women’s sector and aims to continue boosting it to 50 percent of their business. Beyoncé’s involvement is expected to elevate this agenda even further, reinforcing Levi’s commitment to both innovation and cultural relevance.
The ad has caused a spike in both online and brick-and-mortar store traffic, leading to an increase in Levi’s stock price.
