Beyoncé is all about paying homage to American classics, and she’s putting her own spin on a commercial from 1985 in her Levis.
The music icon Beyoncé, 43, is the star of a new Levi’s jeans ad, recreating a famous commercial from 1985 called “Launderette.” In the original ad, model Nick Kamen walks into a laundromat, strips down to his white boxers, and throws his Levi’s jeans into the washing machine while people stare.
In Beyoncé’s version, she walks into a laundromat wearing a blue denim cowboy hat, a white T-shirt, and tight-fitting jeans. Instead of water, she throws a bucket of diamonds into the machine and takes off her jeans, revealing white boxer briefs, while others watch.
The commercial is full of Beyoncé’s signature style and is set to her song “LEVII’S JEANS” featuring Post Malone from her 2024 album Cowboy Carter.
Fans were quick to share their excitement about the new ad, with comments like, “I’m analyzing every detail for clues about act three and hidden surprises,” and “THE DIAMONDS AS WATER!” Another fan said, “Now I want a pair of diamond-washed Levi’s.”
The ad is part of a new campaign called “REIIMAGINE,” where Beyoncé will appear in more commercials and different kinds of ads for Levi’s.
In a press release on Monday, September 30, Beyoncé said, “My song ‘LEVII’S JEANS’ celebrates what I see as the ultimate American outfit — something we all proudly wear.”
“I’m proud to work with Levi’s to create classic American imagery. Denim on denim is usually thought of in a more male way, so this campaign, which focuses on the strong female perspective, means a lot to me.”
“I’m excited to find new ways for our ideas to come together, empowering women and celebrating their strength.”
Kenny Mitchell, the global Chief Marketing Officer of Levi’s, said, “Levi’s has always been the unofficial uniform for people striving for better. A big part of that is constantly changing and creating new cultural trends.”
“With Beyoncé, we are exploring the idea of reimagination through this campaign. It helps us connect with our fans in fresh ways and supports the growth of our women’s line as the leading denim lifestyle brand.”
The release explains that the campaign is “inspired by Levi’s long history and the innovative ideas of one of the most important people in modern culture. It shows that the brand remains a key part of culture today.”
The Ingenious Pocket Tool Everyone Used Back In The Day!
Remember those cold winter days when you had to walk to school in the face of a wind that seemed to cut right through your wool coat? Perhaps you were the young person who, even with gloves on, spent the entire day ice skating on a frozen pond or building snow forts. For those of us who were born in the 50s, 60s, or 70s, enduring the bitter cold of winter was a common occurrence. Using a charcoal hand warmer was another unique way to stay warm.
Charcoal warmers were a necessity for the winter months before disposable heat packs and battery-operated warmers were introduced to the market. For those who were outdoors a lot, they were quite useful.
These hand warmers were designed to be comfortable, not only to keep your hands warm. You would place a bit of charcoal inside a metal container lined with felt, slide it inside your pocket, and allow the heat to disperse. Those bitterly cold winter days were somewhat more tolerable thanks to this tiny device.
Though its technology may look antiquated now, it was a very effective system. The felt lining kept you out of direct heat while letting warmth slowly seep through the metal container, which was intelligently made to store charcoal sticks that burned constantly. The charcoal would not burn out too quickly because of the airflow at the back, and it would last for hours.
Consider it a tiny, reusable, and effective furnace for your hands. Disposable goods weren’t very popular back then. These durable hand warmers were treasured items that were handed down through the generations.
Hand warmers were a need back then, not an extravagance. Winters appeared more severe, but that didn’t stop people from working or going outside when it got chilly. The bitter cold was a little easier to bear if you were lucky enough to have one of these heaters. The charcoal hand warmer in your pocket was a silent ally against the cold, whether you were hunting, fishing, or just doing errands.
Our parents and grandparents also found these warmers to be extremely helpful during their arduous, chilly workdays. These devices provide much-needed respite prior to the widespread or dependable use of contemporary heating systems.
It makes me grin to think of these little instruments. They stood for preparedness and the will to simplify things, even if it meant concentrating on little pleasures. They were passed down through the generations, lent to friends in need, and valued for their warmth at all times.
It brings back happy memories of a charcoal hand warmer providing consistent warmth when you most needed it. It’s evidence of human ingenuity and tenacity as well as the pleasures of basic comfort in the face of bitter cold.
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