Levi’s advert with Beyonce reinterprets the classic “Launderette” advert

Levi’s campaign reinterprets the classic advertising campaign that the brand launched in 1985 with the American singer.

If there is a classic brand in the world of fashion, it is Levi’s. Little did the German Levi’s Strauss imagine when he moved to San Francisco in 1853 that his business would become one of the longest-running brands in history and his trousers the most used.

Levi’s fame has also been built on the basis of striking advertising campaigns. Now, the brand has decided to reimagine them with collaborations with great artists. The first of these is starring Beyoncé who reinterprets the “Launderette” advert launched in 1985 and performs a version of Marvin Gaye’s song.

“Chapter 1: “Launderette” reimagined with Beyoncé” is the title of the Levi’s advert within the brand’s “Reimagine” campaign. It was shot by the agency TBWAChiatDay, produced by PrettyBird and directed by Emmy-nominated director of photography Marcell Rév. It is the first of several chapters in which Beyoncé will reinterpret Levi’s ads in a modern key.

The first of them is a version of the iconic “Launderette” advert launched in 1985 and starring Nick Kamen. In a very eighties advertisement, we saw a guy half-naked in a laundromat to wash his jeans while customers watched in amazement.

Levi’s | Launderette | 1985

Now it is Beyoncé who replicates the scene but changing the roles. The singer stays in her underwear and waits quietly reading while they are washed. Genders are changed and the typology of people who attend the scene in amazement changes.

According to the artist, in a statement: “I am very honored to work with Levi’s to create the quintessence of American iconography. Denim is often seen from a male perspective, so reimagining this campaign from a female point of view is extremely important to me. I look forward to exploring new innovative ways of collaboration so that our respective visions, Levi’s and mine, align to empower women and pay tribute to their strength.”

Kenny Mitchell, Levi’s Global Chief Marketing Officer, said: “The campaign celebrates two icons and is inspired by Levi’s and our unparalleled history and impact over time, as well as the legacy of Beyoncé, who is an icon that is shaping culture.”

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