Beyoncé strips down with Levi's for new collab: See the cheeky ad
Beyoncé is back with another entrepreneurial endeavor, officially announcing a brand new collaboration with Levi's and showing off the collection in a cheekily nostalgic ad.
The denim powerhouse released the new collection with the superstar at midnight Monday, simultaneously posting the "Chapter 1: Launderette" ad to its social media accounts. In the clip, the "Cowboy Carter" creator recreates the brand's iconic 1985 "Launderette" commercial, referencing the original featuring model Nick Kamen in his underwear.
In the Beyoncé's version, the singer takes a trip to the laundromat, donning a denim cowboy hat, a white T-shirt and a pair of the brand's denim jeans while her hit song with Post Malone, "Levii's Jeans," plays in the background. She struts to the washing machine and strips down to her Levi's tighty whities as she tosses in her jeans with a pail of sparkles as onlookers gawk.
"I am honored to work with Levi's to create quintessential American iconography. 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. I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength," the superstar said in a statement shared by Business Wire.
The Levi's collaboration is Beyoncé's latest business venture within the last year and on the heels of her eighth studio alum, including her acclaimed Cécred hair care line as well as her new whiskey line, SirDavis. She recently shared on social media her Parisian celebration of the new spirit brand with husband Jay-Z and their famous friends.
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Where to buy Beyoncé, Levi's jeans
The online collection features her ad outfit, including a reimagined version of Levi's 501 '90s jeans for $98.00 and the Essential Sporty T-shirt for $29.50.
Fans can shop the full collection on the Levi's official website.
Beyoncé's aptly titled song featuring Malone caused a nearly 20% spike in traffic at Levi's brick-and-mortar stores compared to last year. The brand also said the increase in traffic has caused a jump in Levi's stock price.
"This isn't just a spike in foot traffic, it's a cultural movement underscoring the symbiotic relationship between celebrity influence and retail dynamism," says James Ewen, vice president for marketing at pass_by, an AI-powered foot traffic platform.
"This surge is not merely a testament to Beyoncé's star power but highlights a nuanced layer of consumer behavior — where the intersection of music, fashion and iconic personalities can breathe life into traditional retail formats, creating moments of connection that transcend the convenience of online shopping," Ewen previously told USA TODAY.
As USA TODAY reported, Levi's first teased the partnership with Beyoncé on Instagram in a series of post, tagging Beyoncé. In the days leading up to the launch, the news was confirmed with billboards and other social media posts from the brand and the superstar herself.
The full campaign will reportedly include television, out-of-home, digital, social media, print, brand activations and exclusive products, according to Business Wire.
Follow Caché McClay, the USA TODAY Network's Beyoncé Knowles-Carter reporter, on Instagram, TikTok and X as @cachemcclay.