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.
The clothing company will no doubt be hoping to replicate the original commercial’s success which sent sales of the jeans soaring by 500 per cent as demand failed to match supply.
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.
Beyonce flashed her underwear as she stripped off to recreate Nick Kamen’s iconic 80s Levi’s advert (right) – after being snubbed by country music elites
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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
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The original advert saw male model Kamen strip off and wash his clothes in front of a host of onlookers to the sound of Marvin Gaye’s 1968 hit Heard It Through The Grapevine