Beyoncé and Levi released their new collaboration teased last week on Sunday (Sept. 29), titled “Chapter 01: Launderette.”
Cowboy Carter will reintroduce the brand’s classic campaign to today’s audience with a new feel-good ad that stars the Houston native hitting the laundromat for a quick wash of her Levi 501 jeans. The ad features Queen Bey and Post Malone’s collaboration, “Levii’s Jeans,” from her latest country-inspired album Cowboy Carter.
The campaign is a revival of the famous 1985 commercial. In the original ad, model Nick Kamen made waves as he stripped down to his boxers in a laundromat, tossing his Levi’s 501 jeans into a washing machine while Marvin Gaye’s “I Heard It Through the Grapevine” played in the background.
The new ad celebrates the newly developed partnership between the icon and the brand. Both have teased the collaboration for weeks on social media, and this launch is just the first step in a broader, fully integrated global campaign.
Set to run across TV, print, digital, social media, and out-of-home platforms in major markets like San Francisco, New York, London, and Paris, the initiative will also introduce exclusive product lines. Beyoncé’s statement on the project highlights its importance: “Denim on denim has too often been seen through a male lens. This campaign celebrates the female perspective, which means a lot to me.”
According to AD WEEK, When “Levii’s Jeans” was released as a single in March 2024, it sparked a 19.87% surge in foot traffic to Levi’s stores, underscoring Beyoncé’s commercial influence. Yet despite the current trend of denim and “cowboy core” in fashion—fueled by Cowboy Carter, Taylor Swift’s Eras tour looks, and Pharrell Williams’ Louis Vuitton collections—Levi’s has faced sluggish sales, which it attributes to cautious consumer spending.
Despite no music videos or tours, Cowboy Carter has already surpassed over one billion streams since its release in March. Following Beyoncé’s whisky brand SirDavis, a partnership with Mot Hennessy last month, her collaboration with Levi is the latest product launch for her.
The latest news follows fans’ outrage over Beyoncé being snubbed at the upcoming Country Music Awards and People’s Country Music Awards.
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