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Beyoncé strips down to her underwear in a sexy new commercial for Levi’s jeans.
In the 30-second spot, dubbed “Chapter 01 ‘LAUNDERETTE,’” Queen B recreates the brand’s classic launderette adverts from the 1980s but with her own twist.
Beyoncé can be seen in the Melina Matsoukas-directed clip striding into a launderette before taking off her jeans and flashing her figure-hugging white underwear.
The ad is fittingly soundtracked by the singer’s “Levii’s Jeans” collaboration Post Malone, from her latest album Cowboy Carter.
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In a statement, Beyoncé said of the campaign: “My song ‘Levii’s Jeans’ celebrates what I believe is the ultimate Americana uniform – something we all wear with pride.”
She added: “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.”
Kenny Mitchell, Levi’s global chief marketing officer, also said: “The Levi’s brand has and always will be the unofficial uniform for those moving forward in the pursuit of better. We believe a key part of that is continuously breaking and building the codes of culture.
“In collaboration with Beyoncé, we explore the power of reimagination through this campaign, helping us to connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand.”
Levi’s famously saw a large increase in its share price after the release of “Levii’s Jeans,” which peaked at number 16 on the Billboard Hot 100.
On the brand front, Beyoncé recently launched her own whiskey named SirDavis.
In a statement, she revealed the spirit was inspired by her family legacy.
I’ve always been drawn to the power and confidence I feel when drinking quality whisky and wanted to invite more people to experience that feeling,” she said.
“When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated. SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy.”
