Beyonce strips off blue jeans to reveal her underwear in Levi's ad
Beyoncé Knowles-Carter's song Levii's Jeans came full circle as she starred in her first commercial for the 171-year-old denim brand set to the Cowboy Carter track.
In the 30-second advert - titled 'Chapter 1: Launderette' - the 43-year-old pop diva headed inside a laundry mat while carrying a bucket of what appeared to be diamonds.
Beyoncé then stripped off a $98 pair of Levi's Premium '501 90S Women's Jeans' to reveal her white Levi's panties underneath.
A set of pre-teen twin girls could be seen in the background as Knowles-Carter showcased her 5ft6in figure in the snug boy-shorts and $29.50 Levi's 'Essential Sporty T-shirt.'
The 32-time Grammy winner then grabbed her empty bucket and headed to the chairs where she took a seat to patiently wait for her 'laundry' to finish.
Melina Matsoukas directed the spot for Beyoncé's Reimagine campaign, which was a direct remake of the company's 1985 ad in which a male model throws rocks into a laundry machine in order to 'stonewash' his Levi's.
'My song Levii's Jeans celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,' Knowles-Carter said in the press release.
'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.'
Levi Strauss & Co. reported a 20% boost on their stock price, a 20% rise in footfall at US stores, and $1.2M in additional revenue following the Texan singer name-dropping them in her country song.
'The Levi's brand has and always will be the unofficial uniform for those moving forward in the pursuit of better,' Levi's global CMO Kenny Mitchell said in the press release.
'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.'
Last Thursday, Beyoncé lost all 12 trophies she was nominated for her eighth studio album at the 2024 People's Choice Country Awards, hosted by Shania Twain, which aired on NBC/Peacock.
This, after Knowles-Carter shockingly received zero nominations at the 58th Annual Country Music Association Awards, which will air November 20 on ABC/Hulu.
And while country music industry elites went out of their way to snub her, Queen Bey's Cowboy Carter became her eighth consecutive No. 1 album on the Billboard 200 and the first album by a black woman to top the Top Country Albums chart.
Beyoncé's first foray into the genre also scored her No. 1 records in the UK, Australia, Canada, France, Germany, and the Netherlands.
On Saturday, Knowles-Carter - who gets 54.4M monthly listeners on Spotify - glammed up in a plunging gold Gucci gown in a commercial for the joint venture of Moët Hennessy and her whisky brand SirDavis.
The glitzy advert - which also featured the Oscar-nominated songwriter's husband Jay-Z - was filmed during the real-life launch party held at the Hôtel Plaza Athénée in Paris last Monday.
Beyoncé and the 54-year-old Roc Nation founder (born Shawn Carter) are proud parents of 12-year-old daughter Blue Ivy Carter and seven-year-old fraternal twins - son Sir Carter and daughter Rumi Carter.
More photos below.
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