Beyoncé Knowles-Carter is teaming up with Levi Strauss & Co. to revamp denim history, releasing a collection of iconic reimagined ads and merchandise. The partnership features Beyoncé in classic spots like “Launderette,” “Pool Hall,” and “Refrigerator,” showcasing the brand’s women’s offerings.
The campaign includes the Western Crystal ’90s Shrunken Trucker jacket ($250), Western Crystal 501 Curve jeans ($150), and two other head-to-toe denim sets, available now on beyonce.com and globally on Thursday through levi.com. The Reiimagine campaign promotes empowerment and rewriting rules, with a focus on women’s fashion.
Levi’s global chief marketing officer Kenny Mitchell emphasized the brand’s strategic goals, stating that the collaboration aligns with their priorities of winning with women and staying at the center of culture. The partnership has been successful, with top-selling looks featured in chapter two ranking high in Europe.
Source: https://wwd.com/business-news/marketing-promotion/beyonce-levis-denim-collection-reiimagine-campaign-chapter-4-1238026716