From Levii’s to Levi’s by Beyonce

30/09/2024

First teased late last week, Levi Strauss has officially launched a campaign with Beyonce. The pop star’s song ‘Levii’s Jeans’ from her album Cowboy Carter, where she is photographed in white denims, had led to a nearly 20% spike in traffic at the brand’s brick-and-mortar stores compared to the year before, reported USA Today. The increase in traffic is also believed to have had a positive effect on the company’s stock price.

The pop star features in a series of videos that revisit the brand’s iconic campaigns, the first updates the launderette ad.

My song ‘Levii’s Jeans’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” commented Beyoncé. “Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates a female perspective, is important to me.”

The campaign will be broadcast on television, out-of-home, digital, social media, print and in exclusive products.

From Levii’s to Levi’s by Beyonce - insidedenim: Glo

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From Levii’s to Levi’s by Beyonce

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