Beyoncé has taken it up a notch by starring in a sizzling new commercial for Levi’s jeans, where she recreates the classic 1980s launderette advert.
In the 30-second ad, titled “Chapter 01 ‘LAUNDERETTE,’” Beyoncé strides confidently into a launderette, only to strip down to her figure-hugging white underwear. Directed by Melina Matsoukas, the ad captures a blend of nostalgia and modernity.
The commercial showcases Beyoncé’s collaboration with Post Malone on the track ‘Levii’s Jeans’ from her latest album Cowboy Carter, serving as the perfect soundtrack. Beyoncé remarked, “My song ‘Levii’s Jeans’ celebrates what I believe is the ultimate Americana uniform – something we all wear with pride.”
She added, “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.”
Kenny Mitchell, Levi’s global chief marketing officer, commented, “The Levi’s brand has and always will be the unofficial uniform for those moving forward in the pursuit of better. We believe a key part of that is continuously breaking and building the codes of culture.”
In collaboration with Beyoncé, the campaign aims to explore the power of reimagination, helping Levi’s connect with fans in new ways and boosting their women’s business as the definitive denim lifestyle brand. This collaboration has already shown results, with Levi’s share price rising significantly after the release of ‘Levii’s Jeans,’ which peaked at number 16 on the Billboard Hot 100.
On another front, Beyoncé has also launched her own whiskey brand, SirDavis, inspired by her family’s legacy. She shared, “I’ve always been drawn to the power and confidence I feel when drinking quality whisky and wanted to invite more people to experience that feeling.”
Beyoncé further revealed, “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated. SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy.”
With her bold new moves in both fashion and spirits, Beyoncé continues to redefine and expand her empire, proving she’s not just a music icon but a powerful force in various industries.
