Just gonna come out and say it: There’s no way Beyoncé does her own laundry. Regardless of the fact that she’s a superstar (read: musical genius, business mogul, Destiny’s Child icon, feminist, and mother), anyone who’s affectionately known as Queen B surely has staff to handle her personal chores. And yet, a new Levi’s campaign sees the celeb casually strolling into a laundromat to do exactly that: her own laundry.
The campaign in question was actually inspired by one of the denim brand’s most iconic ads ever. Titled “Laundrette” (duh) and originally released in 1985, the original clip reportedly sent denim sales soaring by 500%. For Beyoncé’s 30-second version, the artist struts (it’s not just walking when Bey does it) while wearing a white T-shirt, straight-leg jeans in a mid-blue wash, and a matching cowboy hat. Blue-heeled boots and a brown leather belt complete the minimalistic ‘fit, which is much more wearable than her cowboy assless chaps or her latex dress, tbh.
Stopping in front of a washing machine and emptying in a bucket full of diamonds, Beyoncé then strips off her Levi’s 501 jeans à la the original ad before placing them into the drum, too.
She’s then left wearing a pair of men’s tighty whities with mid-calf white ankle socks while she waits for her load to finish washing. Fittingly, her track “LEVII’S JEANS” plays over the top of the clip, substituting the original backing track of “I Heard It Through the Grapevine.”
Speaking of the musician’s involvement in the campaign, Beyoncé said, “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.”
“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,” she continued. “I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength.”
Follow Alex on Instagram.
