Beyoncé partners with denim brand on global campaign
While others try to get her cancelled because her husband is friends with P. Diddy, who is in jail following several sexual scandals and abuse allegations, Beyoncé is securing deals in jeans.
The multi-award-winning singer with her track, “Levii’s Jeans” on her latest album “Cowboy Carter” stars in a campaign where the clothing brand reimagines its classic looks and films to celebrate the denim culture that has been dominant in America.
“My song ‘Levii’s Jeans’ celebrates what I believe is the ultimate Americana uniform – something we all wear with pride,” said Beyoncé.
“I am honoured 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 honouring their strength.”
Titled "Launderette," chapter one of the film captured by Marcell Rév, an Emmy Award-winning cinematographer, sees Beyoncé visiting the launderette to wash only one pair of jeans (that she’s wearing) and read the newspaper while she waits.
Everyone around her is surprised but quickly gets over it, because they understand that everyone has those pair of jeans that they love so much and don’t mind doing wash and wear.
In other news, the “Texas Hold ‘Em” hitmaker recently launched a new whisky, Sir Davis.
At the launch party, she donned a gold dress and paired it with bouncy, short blonde curls and completed the look with a custom Sir Davis purse.