Beyoncé shows off her “Levii’s Jeans” in the new campaign.

Beyoncé is now the star of Levi’s Jeans’ latest global campaign. Today, the “Cowboy Carter” singer has joined an older denim company to begin their business the first a part of the “Reiiimagine” campaign.an initiative combining Beyoncé’s influence as a visionary and the legacy of the Levi’s brand.

“The Levi’s® brand has been and always will be the unofficial uniform for those who move forward in the pursuit of better. We believe that a key part of this is constantly breaking and building culture codes,” said Kenny Mitchell, global marketing director for the Levi’s® brand at Levi Strauss & Co., in a press release. “Together with Beyoncé, we explore the power of reimagining things in this campaign, helping us connect with our fans in new ways and supporting the growth of our women’s business as a leading denim lifestyle brand.”

Just as Beyoncé’s “Cowboy Carter” album redefined America, her first series of collaborations with Levi’s reimagines a few of the denim company’s most iconic ads. Inspired by the brand’s classic looks and movies, “Chapter 1” is a contemporary version Levi’s 1985 “Laundry” campaign.

Featured Stories

“My song ‘LEVII’S JEANS’ pays homage to what I believe is the ultimate American uniform – something we all wear with pride. “I am honored to collaborate with Levi’s® to create quintessential American iconography,” Beyoncé added. “Denim on denim has often been seen through a male perspective, so this campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways that our visions align to empower women and honor their strength.”

Just like in the ’80s campaign, Beyoncé enters the laundry room and strips to scrub her Levi’s 501 jeans while the song “Levii’s Jeans” featuring Post Malone plays in the background.

While many imagine her album “Cowboy Carter” inspired this collaboration, the Beyhive members noted that it did the song is definitely an ode to Beyoncé’s past as a member of Destiny’s Child. As the star mentioned in it 2016 CFDA Fashion Icon Award SpeechAs the girl group rose to fame, Beyoncé recalls that high-end designers didn’t need to “dress four curvy black country girls.” Although most designers refused to work with the trio, Levi’s was considered one of the first brands to partner with Destiny’s Child, making her the face of Levi’s “Low Rise Jeans” promoting.

With plans to reinterpret several of the brand’s iconic campaigns, Beyoncé and Levi’s “Reiiimagine” campaign will reportedly span television, out-of-home, digital, social media, print, brand activations and exclusive products.

In honor of the premiere of “Launderette,” fans will have the option to buy the award-winning star’s clothing Here.