Beyoncé takes off her jeans in new Cowboy Carter-inspired Levi's campaign — and it's instantly iconic

Beyonce may have given fans an early hint about her new collaboration with Levi's.

The 43-year-old singer, who featured a track on his latest album titled “Levi's Jeans” Cowboy CarterTeamed up with the iconic denim brand for a campaign that reinvents the classic Levi's look

The first chapter, unveiled Monday, Sept. 30, reinterprets the iconic “Launderette” ad from 1985 that sparked the revival of “I Heard It Through the Grapevine” on the Billboard charts. It features the Grammy winner posing at a laundromat in high-waisted jeans and a cropped white tee with a cowboy hat. He effortlessly gets down to his brief to the admiring glances of those around him.

“My song 'LEVII'S JEANS' celebrates what I believe to be the ultimate American uniform – something we all wear with pride,” Beyoncé said of the partnership via press release. “I am honored to work with Levi to create an American iconography.”

She added, “Denim on denim has often been seen through a male lens, so this re-imagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our approach to empowering women and honoring their strength.” ”

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“The Levi's brand is, and always will be, the casual uniform for those looking for something better. We believe that a key part of this is constantly breaking and creating cultural codes,” said Kenny Mitchell, global chief marketing officer for the Levi's brand at Levi Strauss & Co., We explore the power of reimagining through this campaign, helping to connect with our fans in new ways and growing our women's business as a denim lifestyle brand.”

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The global campaign, which will span TV, social media, digital, print and exclusive products, includes immersive visuals by Emmy Award-winning cinematographer Marcel Rave and photography by Mason Poole.

To see the latest from the campaign, you can visit levi.com and follow @levis on Instagram and TikTok.