Levi’s has unveiled its latest campaign, this time featuring global superstar Beyoncé. Following the release of her song “LEVII’S JEANS” from the album Cowboy Carter, Beyoncé takes center stage in a campaign that celebrates Levi’s® heritage while embracing her forward-thinking, creative vision.

Inspired by Beyoncé's innovative approach to art and culture, the campaign reimagines iconic Levi’s® looks and ads. Directed by renowned filmmaker Melina Matsoukas, the campaign’s first chapter revisits the classic 1985 “Launderette” commercial, giving it a modern twist.

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