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Nobody does denim like Beyoncé. The superstar hits the laundromat in a pair of skintight Levi’s 501 jeans for the brand’s “Reiimagine” campaign released on Monday (Sept. 30).

Inspired by “the legacy of Levi’s,” the campaign reimagines the classic 501 jeans as told in a “series of chapters” starring Beyoncé.

“My song ‘Levii’s Jeans’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” Beyoncé said in a statement. “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.”

The first chapter, titled “Launderette,” is inspired by a 1985 Levi’s ad. In the commercial, Bey walks into a laundromat wearing ‘90s Women’s 501 Jeans ($98), an essentials Sport T-shirt and a denim cowboy hat. She opens the washing machine, throws in some diamonds — instead of laundry detergent, because she’s a glamorous girlie — before pulling off her jeans (revealing Levi’s undies) and throwing them in the washer. And of course, her Cowboy Carter track “Levii’s Jeans” plays throughout the commercial.

Emmy-winning cinematographer Marcell Rév brought the visual to life, while Levi’s commissioned photographer Mason Poole for the campaign imagery.

Beyoncé’s Levi’s campaign will expand across television, out-of-home advertising, digital, social media, print and brand activations in addition to exclusive products. To kick off the campaign, digital projections launched in San Francisco, Houston, Chicago, New York, Atlanta, Paris, London and Berlin on Monday.

“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,” said Levi’s.

For generations, originals, rebels, visionaries, and hard workers have made waves in our denim. Today, we add a new chapter to the story alongside a fellow trailblazer. Join us as we reimagine iconic stories from our past with Beyoncé. This journey is just getting started.

SHOP THE LOOK: https://www.levi.com/liveinlevis

Check out another teaser for Beyonce's new Levi's commercial!

Beyonce shared photos from the SirDavis Takeover at Hôtel Plaza Athénée.

Here's the first look at Beyonce's new commercial for Levi's!

In the gallery you'll find scans from the October issue of GQ UK.

Welcome to the SirDavis Whisky Bar! We’re celebrating the launch of SirDavis with an exclusive week-long takeover at The Bar at Hôtel Plaza Athénée during Paris Fashion Week. Now through Sept 30th, we invite you to the world of SirDavis where you can sip on expertly crafted cocktails and indulge in gourmet bites created by Chef Jean Imbert.

Levi’s is getting closer with Beyoncé. The denim mainstay posted a drawing reminiscent of Beyoncé’s “Cowboy Carter” album cover on Instagram Monday morning. While the only text alongside the image of a cowgirl on a horse said, “Introducing: A New Chapter,” clicking on the red and white picture produced a caption that said “beyonce.”

A spokeswoman for the brand declined to elaborate and simply said, “More to come.” Later on Monday, invites went out for a small Paris Fashion Week event with Beyoncé’s stylist Shiona Turini and the brand that will celebrate the opening of Levi’s Haus of Strauss in the City of Light.

Billboards for the new ad campaign have already appeared in Berlin and Paris with the September 30 date for a supposed launch.

Beyoncé shared behind the scenes photos of her GQ magazine cover shoot.

UPDATE: The singer shared even more photos.

Ever wonder what really went down when our founder, Beyonce decided to do the BIG chop? Our Vice Chairwoman Tina Knowles and Lead Global Stylist Neal Farinah got the tea! And trust, the stories only get better. Want more tea times?

Go behind the scenes of Beyoncé's GQ magazine cover shoot for the October 2024 issue.

Beyonce took to her website to pay tribute to the late Frankie Beverly, Michaela Mabinty DePrince and Tito Jackson.

Raphael Saadiq discusses his work on Beyoncé‘s Renaissance and Cowboy Carter in the new episode of the Rolling Stone Music Now podcast:

The Cowboy Carter single “Texas Hold ‘Em” actually dates back to the Renaissance sessions.
“When any artist is working on a record,” says Saadiq, “you’d have an idea about what you want to work on, but sometimes you don’t know what sort of album you’re going to go with.”

Another Cowboy Carter standout, “Bodyguard,” started as a potential Saadiq solo track.
“That little bass line, it feels like Fleetwood Mac,” says Saadiq. “Because I love those eras of music.” Beyoncé first heard the track when Saadiq was playing her some songs from his Dropbox. “‘Bodyguard’ came up for a second — like the intro — and I went to the next one, and she was like ‘Go back, go back!’ And then what she added vocally was bars up from what I did. She sounded like Reba McEntire, felt like Aretha. She took what I did and completed it.”

Tina Knowles, the mother of global superstar Beyoncé, recently shared a touching memory on Instagram that offers a rare glimpse into the singer's early life and the values instilled in her from a young age. In her post, Knowles recounted an event from when Beyoncé was just seven years old, preparing for a local performance of John Lennon's iconic song "Imagine."

The memory centers around the "Sammy Awards," a Houston talent competition where Beyoncé was set to perform. Her father, Mathew Knowles, wanted her to understand the profound meaning behind "Imagine," a song that dreams of a world united by peace and humanity. He believed that for Beyoncé to truly embody the spirit of the song, she needed to experience firsthand the challenges faced by those less fortunate.

"This brings up very funny memory back to me. Saw it on ig today. Beyonce is seven she's preparing for the Sammy awards. She is going to sing John Lennon "Imagine" her dad wants her to understand the things that are going on in the world and he wants to create behind the scenes images," Tina wrote.

Last week Beyonce attended Gloria Carter's 75th birthday party in Brooklyn.

Over the past 30+ years Pharrell Williams has written and produced hits for everyone from *NSYNC (and solo smashes for Justin Timberlake) to Usher, Britney Spears, Busta Rhymes, No Doubt, Clipse, Jay-Z, Snoop Dogg, Robin Thicke and many more.

But in an interview with The Hollywood Reporter, the 51-year-old singer/rapper/producer and fashion designer who is the subject of the upcoming genre-busting LEGO biopic Piece By Piece opened up about some of the mega collaborations that got away, as well as one that he suggested he might be revisiting soon.

When Pharrell, who has worked on a number of albums and singles with Beyoncé over the past two decades — including producing her 2002 debut solo single, “Work It Out” — was asked what it’s been like to see the singer evolve from her Destiny’s Child days to now, the response likely made the Beyhive sit up and take notice.

“So happy for her. And I’m so grateful to be a part of her story and her journey and her trajectory,” said Pharrell of the singer who broke out in yet another direction earlier this year with her chart-topping , country-leaning Cowboy Carter album, on which he co-wrote and co-produced the song “Sweet Honey Buckiin'” featuring Shaboozey. “We’ve had a lot of fun. Get ready, though. Just get ready.”

When asked what we should prepare for, Williams was coy but adamant, reiterating, twice, “Just get ready.”

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In GQ’s October cover story, the artist talks business, legacy, art, and family: “It’s not about being perfect. It’s about being revolutionary.”

Beyoncé is breaking out.

Midway through Cowboy Carter, her eighth and most recent studio album, released this past spring, a voice makes the project’s mission statement plain over blaring alarms and a thunderous beat—declaring the concept of genre to be a sense of confinement for those artists whose creativity is too wide-ranging to fit in a neat box. All before Beyoncé herself saunters in comparing herself to Thanos, the Marvel villain known for seeking precious stones of mystical power to claim as his own and assemble into one unified superpower.

There may not be an accompanying music video, but the lyrics conjure a potent visual: Beyoncé, armed with a bedazzled gauntlet, breaking down every stultifying wall, label, or box the industry ever tried to put her in across her 30-year career.

It’s a theme that applies to much of what Beyoncé has been up to for the past decade or so, especially in the last couple of years: a mission of reclamation, recentering Blackness in spaces where our influence has since been de-emphasized, whether in rodeo, on the great American plains, or on sweaty ballroom dance floors.

"It’s a CÉCRED Sunday and my hair needed a little TLC. Head to @cecred to watch now"

Yesterday Beyonce attended the wedding of Sam Greenberg, her former personal assistant, in Nantucket, Massachusetts.