FKA Levi’s.
When Beyoncé dropped the “Cowboy Carter” track list, it had ‘Levii’s Jeans’ written all over it. So, naturally, we rebranded— opening a new chapter in our partnership.
The Beyhive was buzzing, and with the world ready for something more, we gave it to them in the most iconic way we knew how.
CHAPTER 01:
Two icons meet in a Launderette.
In Chapter One, we put a new spin on an old 1985 classic: “Launderette,” reimagined with Beyoncé.
To pull it off, we started by unbuttoning our collab with a tease for the Beyhive. 🐝
Projection ads of our Launderette poster filled the skies all over the world.
Then, we dropped the film (before the hive did it for us).
And released iconic campaign imagery that was seen ‘round the world.
Levi's Reiimagined by Beyoncé captivated the world. It was impossible to ignore, leaving everyone wanting more…
CHAPTER 02
On the heels of Beyoncé’s tour announcement, we gave the world what they’d been waiting for.
Victory isn’t won, it’s worn.
To be continued…