After releasing the first chapter of its collaboration with Beyoncé, Levi’s is serving up more with “Reiimagine,” a project that sees the star, who is fresh off of her album “Cowboy Carter,” reenvisioning some of the San Francisco-based brand’s most iconic advertisements. For the first release in September, Beyoncé reworked the Levi’s 1985 Launderette ad. But in an appearance on Tuesday at Fortune’s Most Powerful Women Summit, Levi Strauss & Co. president and chief executive officer Michelle Gass gave a preview of a custom piece.
“This was one of the many options that was created for Beyoncé for the shoot but she did not choose to wear it, so I get to wear it,” Gass said, referring to an oversize denim jacket featuring crystalized embroidered designs throughout.
Michelle Gass attending the Fortune Most Powerful Women 2024 conference in Laguna Niguel, Calif., on Oct. 15.
Courtesy of Fortune’s Most Powerful Women Summit 2024
In the Lauderette ad, Beyoncé wears a white T-shirt, Levi’s 501 jeans and a pair of Christian Louboutin denim boots. During the clip, she walks into a laundromat and pours crystals into the washer. Then she removes her jeans, placing them into a washer with the crystals before turning it on.
According to Gass, the project was the result of strategizing after learning of Beyoncé’s “Levii’s Jeans” song days before it released. “All of this happened literally within five months from the idea to signing the contract to weeks later doing the shoot to here we are live,” she said. Gass is the first female CEO in company history.
Beyoncé x Levi’s Reiimagine collaboration
Courtesy of Levi
Launchmetrics reported that over a period of 58 hours, the campaign earned $5 million in media impact value. “[Beyoncé] is a cultural icon, a cultural shaper. She has over 300 million global followers.”
In the coming chapters of the project, which will also include remakes of “popular ads in the mid ’80s,” the music star will wear other Levi’s product.