Beyoncé is all about paying homage to American classics, and she’s putting her own spin on a commercial from 1985 in her Levis.
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.”
This Caribbean Island Is Back From the Brink—and Ready To Share Its Treasures With the World
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The paintings of Italian-born artist Agostino Brunias, who made a profession of depicting the island in subdued, stylized settings that covered up the harsh realities of colonial control, were my first visual introduction to Dominica. However, as soon as I step onto its winding roads, which begin to twist shortly after I arrive, it becomes evident that this region, which is situated in the center of the Lesser Antilles’ curve, is anything but tame. The two-toned leaves of its bois canot trees, which change color from green to white when they sway in the wind, shimmer and bristle with the power of the volcano. It lulls with the erratic sound of its numerous waterfalls, scatters rainbows haphazardly across its breathtaking horizons, and enchants from the depths with its vibrant coral reefs. And it roars come storm season.
The indigenous Kalinago people of Dominica survived invasion by the French and British, who imposed slavery on the Africans who now make up four-fifths of the island’s population and left a linguistic legacy of English and French-based Creole, by mastering the lush tropical rainforest that covers more than 60% of the island. If you visit Trinidad for roti and Jamaica for jerk, you should travel to Dominica for green things like bush rum and flower teas. There are a ton of medicinal herbs in the forest.
The Jungle Bay Dominica resort, located smack dab in the center of the Soufrière jungles, leans into nature instead, maybe realizing the futility of fighting against the earth’s generosity. When I finally get there, the kitchen is closed. Joanne Hilaire, the operations manager, tells me that they never let guests go hungry, though, so I can feel the warmth of Dominica’s welcome. The cook is preparing an excellently stewed dish of beans with taro, rice, and plantain for our late dinner, off the menu, while I have a refreshing ginger-lime cocktail that is a local favorite. When I wake up the following morning, I find that my villa’s doors open onto a private veranda that faces southwest toward Soufrière Bay, where the Caribbean Sea and the Atlantic Ocean converge. I let the light wake me for the remainder of my stay by leaving my blinds open.
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