Beyoncé Knowles-Carter paid homage to a legendary Eighties advert as she flashed her underwear in a Levi’s commercial.
The singer, 43, stripped off in the 30-second advert, entitled Chapter 1: Launderette, which was a modern replica of Nick Kamen’s 1985 Levis 501 advert.
Beyonce’s version saw her head inside a laundry mat while carrying a bucket of diamonds and clad in a $98 pair of Levi’s Premium 501 90S Women’s Jeans.
Twin girls could be seen sitting in the laundrette as the singer howcased 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.
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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
The advert, which was directed by Roger Lyons, led to a huge boost in sales for Levi and came forth in a countdown of the 100 greatest ads of all time.
It caught the eye of many – including Madonna – who reached out to Kamen, leading to their collaboration, when she sent him a song she had written with Stephen Bray.
They then joined forces on the track and he became her protégé.
Kamen died in May 2021 at his £1 million flat in Notting Hill at the age of 59 after secretly battling bone marrow cancer for four years.
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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
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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
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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
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Knowles-Carter said in the press release: ‘My song Levii’s Jeans celebrates what I believe is the ultimate Americana uniform — something we all wear with pride. I am honored to work with Levi’s to create quintessential American iconography’
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The Texan singer added: ‘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’
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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 Beyoncé name-dropping them in her country song
