Levi’s and Beyoncé aren’t strangers. While the world’s biggest music entity gave a nod to the classic American Jean brand with her song “LEVII’S JEANS” featuring Post Malone, the two entities have come together in an official capacity to remake the brand’s classic “Launderette” ad from the 80s.
Model and singer Nick Camen appeared in the original video, stripping down to his underwear in a laundromat before getting comfortable among gawking onlookers. Beyonce does her version, stripping down to boy shorts after placing a heap of diamonds into the washer (Camen placed rocks into his washer).
The short, directed by Beyoncé’s longtime collaborator, Melina Matsoukas, is the first in a series of spots. Additional Levi's clothing will reportedly include Western attire, trucker jackets, and shorts.
“I am honored to work with Levi’s® to create quintessential American iconography,” said Beyonce in a press release. “Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me.”