The music icon Beyoncé, 43, is the star of a new Levi’s jeans ad, recreating a famous commercial from 1985 called “Launderette.” In the original ad, model Nick Kamen walks into a laundromat, strips down to his white boxers, and throws his Levi’s jeans into the washing machine while people stare.
In Beyoncé’s version, she walks into a laundromat wearing a blue denim cowboy hat, a white T-shirt, and tight-fitting jeans. Instead of water, she throws a bucket of diamonds into the machine and takes off her jeans, revealing white boxer briefs, while others watch.
The commercial is full of Beyoncé’s signature style and is set to her song “LEVII’S JEANS” featuring Post Malone from her 2024 album Cowboy Carter.
Fans were quick to share their excitement about the new ad, with comments like, “I’m analyzing every detail for clues about act three and hidden surprises,” and “THE DIAMONDS AS WATER!” Another fan said, “Now I want a pair of diamond-washed Levi’s.”
The ad is part of a new campaign called “REIIMAGINE,” where Beyoncé will appear in more commercials and different kinds of ads for Levi’s.
In a press release on Monday, September 30, Beyoncé said, “My song ‘LEVII’S JEANS’ celebrates what I see as the ultimate American outfit — something we all proudly wear.”
“I’m proud to work with Levi’s to create classic American imagery. Denim on denim is usually thought of in a more male way, so this campaign, which focuses on the strong female perspective, means a lot to me.”
“I’m excited to find new ways for our ideas to come together, empowering women and celebrating their strength.”
Kenny Mitchell, the global Chief Marketing Officer of Levi’s, said, “Levi’s has always been the unofficial uniform for people striving for better. A big part of that is constantly changing and creating new cultural trends.”
“With Beyoncé, we are exploring the idea of reimagination through this campaign. It helps us connect with our fans in fresh ways and supports the growth of our women’s line as the leading denim lifestyle brand.”
The release explains that the campaign is “inspired by Levi’s long history and the innovative ideas of one of the most important people in modern culture. It shows that the brand remains a key part of culture today.”