Internet Divided on Beyonce’s ‘Launderette’ Levi’s Ad: “She Won That IDGAF War”

On September 30, 2024, Levi’s launched the first installment of their new advertising campaign featuring Beyoncé, titled Chapter 1: Launderette. This advertisement is a modern reinterpretation of the brand’s iconic 1995 ad that showcased model Nick Kamen as he stripped down to boxers in front of onlookers, tossing his jeans into a washing machine alongside some stones to create a stonewashed effect.

Beyoncé mirrors Kamen’s actions but updates the background music from Marvin Gaye’s “I Heard it Through the Grapevine”to her collaboration with Post Malone, “Levii’s Jeans”from her latest country album, Cowboy Carter.

Responses from social media users were swift, with many taking to X to share their thoughts on Beyoncé’s bold move in the Levi’s commercial. One user praised her, stating:

“She won that IDGAF war”

“Beyoncé’s Levi’s commercial is iconic and stunning, a must-watch for fans.”an X user tweeted

“Are we considering this the first music video for the Cowboy Carter era? 😭😭”another X user stated

“Beyoncé shines in the latest Levi’s commercial, showcasing her iconic style and powerful presence. 🦋✨ #Beyoncé #Levis”an internet user complimented

Conversely, some viewers voiced their dissatisfaction with Beyoncé’s new Levi’s advertisement:

“Why is she getting undressed in a sexual manner in front of two kids? 🤔”an X user commented on the advertisement featuring two children present while the singer strips down

“It’s literally too much………”another X user suggested

“Was there not a different creative direction to pursue besides her getting undressed in public?”an internet user questioned

“This reimagining campaign, which celebrates the iconic female perspective, is important to me”: Beyoncé’s comments on the Levi’s campaign

On the day of the launch, Levi’s issued a press release detailing their partnership with Queen Bey. As reported by Business Wire, the campaign draws inspiration from Beyoncé’s distinctive narrative style, artistic vision, and cultural influence.

The goal of this Levi’s campaign is to reimagine classic styles and visuals of the brand, bringing iconic advertisements into the modern day through the lens of renowned filmmaker Melina Matsoukas.

Beyoncé commented on her track “Levii’s Jeans”and her recent advertising campaign, emphasizing that the song celebrates what she considers “the ultimate Americana uniform,”which everyone can take pride in. She further added:

“I am honored to work with Levi’s® to create quintessential American iconography. Denim on denim has often been viewed through a male perspective, so this reimagining campaign, which celebrates the iconic female viewpoint, holds great significance for me. I am eager to explore innovative ways for our visions to unify in empowering women and honoring their strength.”

The press release highlighted that the ad campaign follows the release of her Cowboy Carter album and that Beyoncé is the face of Levi’s’ “REIIMAGINE”campaign, inspired by the brand’s enduring legacy.

In related news, the artist recently hosted a launch event for her whiskey brand, SirDavis, on September 28, 2024. This brand draws inspiration from her great-grandfather, Davis Hogue, who was a moonshiner during the Prohibition.

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