Beyonce Giselle Knowles-Carter is back at it again, y’all! Early this morning, Levi’s announced their new campaign featuring the icon herself. Beyonce is the protagonist in the the video “REIIMAGINE”, a campaign inspired by the classic denim brand’s legacy, reaffirming their place in culture.

“REIIMAGINE” draws inspo from Beyoncé and looks at classic Levi’s looks and films. The new campaign takes a new approach and reinterprets some of Levi’s most iconic ads for modern times, all thanks to celebrated filmmaker Melina Matsoukas. The first film is inspired by the 1985 ad “Launderette” and Beyoncé is takes center stage.

“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” said Beyoncé. “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’s Global Chief Marketing Officer Kenny Mitchell says the campaign helps connect the brand with their fans in new ways.

“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,” said Kenny Mitchell, global chief marketing officer of the Levi’s^® brand at Levi Strauss & Co. “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.”

This campaign kicks off with projections in San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin and will be seen across other mediums like television, digital, brand activations, and more.

To stay tuned in, visit Levi.com. and follow Levi’s on Instagram and TikTok @levis. the full version of the film can be found on both Beyoncé and Levi’s YouTube channels and social medias.