Levi’s took to Instagram today where it announced an upcoming Beyoncé collaboration with a silhouette of a rearing horse and rider, inspired by imagery from the singer’s Cowboy Carter album. Underscoring the connection with the 43-year-music-mogul, Levi’s tagged her on the post and added in the caption: “Introducing: A New Chapter.”
While Levi’s hasn’t provided exact details on what will be included in the collaboration, the effort will be rolled out with a visual titled “Launderette.” Set to launch on September 30, 2024, the visual will feature Beyoncé in a remake of a Levi’s 501 campaign first released in 1985. In the visual, a handsome young man causes a stir in the launderette when he strips down to his underwear to wash the t-shirt and jeans he’s wearing.
The partnership was foreshadowed when Beyoncé released Cowboy Carter back in March, a project that included a song titled “Levii’s Jeans” featuring Post Malone that was in part a tribute to the iconic San Francisco-based denim brand.
At the time, Levi’s made what was then viewed as a bold move by updating its Instagram profile. The company swapped its usual red tab with one that featured the spelling, “Levii’s.” In the profile description, Levi’s also added the statement “FKA Levi’s” with a bee emoji, a nod to Bey’s ardent Beyhive fanbase.
