Levi’s has launched a new campaign with global icon Beyoncé, following the release of her track “LEVII’S JEANS” from the critically acclaimed album COWBOY CARTER. The campaign, titled “REIIMAGINE,” celebrates Levi’s legacy while embracing Beyoncé’s forward-thinking vision. But in true Beyoncé fashion, there’s a hidden meaning to the just-dropped campaign that has our editors feeling all kinds of nostalgia.

Instead of creating a new concept, they have “reimagined” (we see what they’ve done there) the iconic 1985 “Launderette” commercial (linked here) which was instrumental in reshaping the brand’s image. The ad, which helped revitalise the Levi’s 501 jeans features a young man (model Nick Kamen) walking into a laundromat, stripping down to his boxer shorts, and putting his clothes, including his Levi’s 501 jeans, into a washing machine. The scene plays out to Marvin Gaye’s “I Heard It Through the Grapevine”, which became closely associated with the ad and saw a resurgence on the music charts because of its use. The ad was revolutionary because of its cool, confident portrayal of masculinity, mixing sex appeal with a laid-back, casual attitude. It became a cultural touchstone of the 1980s and is credited with sparking a massive resurgence in the popularity of Levi’s 501 jeans. 

“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” says Beyoncé. “I am honoured 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 honouring their strength.”

The original commercial was also groundbreaking for its subtle, narrative style and its focus on lifestyle over direct product promotion, and today’s “REIIMAGINE” campaign directed by filmmaker Melina Matsoukas is no different, as it continues to highlight Levi’s role as a symbol of self-expression and change. 

Our favourite detail? Beyoncé’s stylistic decision to wash her denim with diamonds in true Queen B fashion! Now, that’s our kind of stonewash.