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.”
My Granddaughter Said Her Wedding Was ‘For Her Friends’ and Didn’t Invite Me—Then She Found Out What I Was Going to Give Her
There are moments in life when someone you helped raise looks at you like you’re nothing but a burden. That’s what happened when my granddaughter told me I wasn’t welcome at her wedding because I didn’t “fit in.” What she didn’t know was, I had a gift planned for her… one she’d never see.
I’m Goldie, 65, and I’ve never been one for fancy things. My little house on Willow Lane has mismatched furniture and faded curtains that have seen better days. But what it lacks in luxury, it makes up for in memories. The walls have heard laughter, tears, and the pitter-patter of little feet… especially those of my granddaughters, Emily and Rachel.
A picturesque house with a beautiful garden | Source: Unsplash
When their parents’ marriage fell apart, I stepped in. Not because anyone asked me to but because that’s what grandmothers do. I was there for every fever, nightmare, and science project. I clapped until my hands hurt at dance recitals and softball games.
I wasn’t just a grandmother… I became their safe place.
Rachel was always the quiet one… thoughtful and watching everything with those big brown eyes. Emily was my firecracker… bold and bright, demanding the world’s attention.
I loved them both fiercely and differently, but equally.
Two young women in the kitchen | Source: Pexels
“Grandma, look!” Emily burst through my front door one Tuesday afternoon, her left hand extended, a diamond catching the light. “Jake proposed last night!”
My heart swelled as I pulled her into a hug. “Oh, sweetheart, that’s wonderful!”
“I can’t believe it,” she squealed, bouncing on her toes. “We’re thinking June for the wedding. And I need your help, Grandma. You know I’ve always wanted everything to be perfect.”
“Anything, sweetie. Whatever you need.”
Her eyes lit up. “Really? Because I found this dress…”
“Anything for you.”
A bridal boutique | Source: Pexels
The bridal boutique smelled of vanilla and expensive fabric when I entered the following evening. Emily emerged from the dressing room in a cloud of white, her face glowing.
“What do you think?” she whispered, smoothing down the intricate lace.
I felt tears spring to my eyes. The price tag peeking out read $4,000… more than I’d ever spent on myself for anything. But the way she looked at her reflection like she was finally seeing her dreams materialize… that was worth every penny and more.
“It’s perfect,” I said, reaching for my checkbook. “Absolutely perfect.”
Emily threw her arms around me. “You’re the best, Grandma. I don’t know what I’d do without you.”
A bride-to-be trying out her wedding gown | Source: Pexels
As weeks turned into months, my savings dwindled. The makeup artist she wanted was booked for a fashion show in Milan but we could squeeze her in for a premium. The shoes had to be custom-dyed to match exactly the shade of ivory in her dress. Each time, I nodded and wrote another check.
“June 15th,” Emily announced one evening over dinner. “We’ve set the date.”
I nearly dropped my fork. “The fifteenth? But that’s—”
“I know, I know,” she cut in, waving her hand dismissively. “It’s your birthday. But the venue was available, and it’s perfect. You don’t mind, right? It’ll make it even more special.”
I forced a smile. “Of course not, sweetie. It’ll be the best birthday present ever.”
She beamed, already scrolling through her phone to show me more details. On the day of my precious granddaughter’s wedding, I’d be turning 65, a milestone I wanted to celebrate together.
Cropped shot of an older woman holding her 65th birthday cake | Source: Pexels
“Do you want me to help with the invitations?” I asked.
Emily looked up. “Oh, don’t worry about that. I’ve got it all under control.”
***
June arrived in a burst of sunshine and wildflowers. I spent the morning of the fifteenth carefully applying makeup, trying to cover the signs of age that seemed to deepen by the day.
I chose a lovely dress that Rachel once said brought out the green in my eyes, and fastened my mother’s pearls around my neck. I had to look amazing on my granddaughter’s big day.
An outdoor wedding set up | Source: Unsplash
“You look beautiful, Grandma,” Rachel said from my doorway. She’d come early to drive me to the venue… a restored barn in the countryside that Emily had fallen in love with.
“Think so?” I smoothed down the jacket. “Not too old-fashioned?”
“Nope!”
***
When we arrived at the barn, it was already buzzing with activity. Florists arranged centerpieces while caterers bustled around with trays of appetizers. Emily was in one of the side rooms that had been converted into a bridal suite.
A bride sitting in a bridal suite | Source: Unsplash
I knocked softly before entering. “Emily?”
She turned, resplendent in the dress I’d purchased, her hair swept up elegantly. For a moment, I saw the little girl who used to crawl into my lap for stories.
“You look stunning, sweetheart,” I whispered.
Emily’s smile faltered as her eyes swept over me and her brow furrowed. “Grandma, why are you all dressed up?”
“For the wedding, of course.”
She laughed as she fixed her shoe. “Wait… you thought you were coming to the ceremony?”
A bride laughing while fixing her shoe | Source: Unsplash
“I… yes. I assumed…”
Emily’s eyes narrowed. “But you never got an invitation.”
“I thought it was an oversight, dear. With all the planning…”
She crossed her arms. “It wasn’t a mistake, Grandma. This day is for my friends… people MY AGE. I didn’t want some elderly presence killing the vibe, you know?”
The word “elderly” hit me like a slap. I’d helped raise this child, had held her through heartbreaks, and celebrated her victories. And she didn’t want me at her… wedding?
A stunned elderly woman | Source: Freepik
“Besides,” she continued, examining her manicure, “it’s going to be loud and wild. Definitely not your scene. I figured you’d understand.”
I couldn’t find my voice and the room seemed to shrink around me.
Rachel, who had been silent by the door, suddenly stepped forward. “Are you serious right now, Em? She bought your dress. She paid for half of this wedding!”
“So what? That doesn’t mean she gets to crash it.”
Crash it? As if I were some unwelcome stranger.
An annoyed woman | Source: Pexels
“Come on, Grandma,” Rachel said, taking my hand. “We’re leaving. You don’t deserve this.”
I let her lead me out, my legs moving mechanically. Behind us, I heard Emily call out to her wedding planner about some last-minute detail, already moving on.
“I’m so sorry,” Rachel whispered as we reached the car. “I had no idea she would do that.”
I stared out the window as we drove away from the barn, past the arriving guests in their summer finery. “It’s okay,” I lied. “It’s her day.”
“No. It’s not okay, Grandma. And I have a better idea for today.”
“What is it, dear?”
“You’ll see.”
A young woman holding an elderly lady’s hand | Source: Freepik
The restaurant Rachel took me to was nothing like the rustic wedding venue. It was small and elegant, with white tablecloths and candles casting a warm glow over everything.
“Happy birthday,” she said as the waiter brought us menus. “I made these reservations weeks ago. I knew that even with the wedding, we needed to celebrate you.”
I tried to smile, but my lips trembled. “Oh, sweetie… you didn’t have to do that.”
“Yes, I did.” Rachel reached across the table and squeezed my hand. “You’ve been there for every single one of my birthdays. Did you think I’d forget yours?”
Close-up shot of a young woman reassuring an older person by holding their hands | Source: Freepik
After we ordered, she handed me a small, carefully wrapped box. Inside was a vintage brooch… a delicate silver locket with intricate filigree that I’d admired in an antique shop downtown months ago.
“I remembered you looking at it, Grandma. You never buy nice things for yourself, so I wanted to.”
The tears I’d been holding back all day finally spilled over. “It’s beautiful, honey.”
We ate and talked, and for a while, I almost forgot about the morning’s humiliation. As we were finishing dessert, a chocolate cake with a single candle that Rachel had specially ordered, I made a decision.
“Rachel,” I said, reaching into my purse. “I had a wedding gift prepared for Emily. But after today… I want you to have it instead.”
A purse on the table | Source: Unsplash
I pulled out an envelope and slid it across the table. Rachel opened it, her eyes widening as she saw the deed inside.
“Grandma, this is your house!” she whispered. “You can’t give me your house.”
I covered her hand with mine. “I can, and I want to. I’m getting older, and that place is too big for me now. I was going to give it to Emily, but… I want it to go to someone who sees me as a person and not just a checkbook.”
“But this is too much,” Rachel protested, tears filling her eyes.
“It’s not enough, dear. Not for what you’ve given me today.”
A woman opening an envelope | Source: Pexels
The next morning, I was in my kitchen making tea when the front door burst open with such force that the pictures on the wall rattled.
Emily stormed in, her makeup smeared. She looked wild and unhinged.
“Where is it?” she demanded, her voice echoing through the house. “Where’s my wedding gift?”
I set my teacup down carefully. “Good morning to you too, Emily.”
An emotional woman with messy eyeliner | Source: Pexels
“Don’t!” She jabbed a finger toward me. “Rachel told me what you did. The house… you were going to give me this house! You promised!”
“I never promised you anything. And yesterday, you made it very clear where I stand in your life.”
“That’s not fair! You can’t punish me for wanting one day to be about me and not you!”
“Is that what you think happened? That I wanted to steal your spotlight?”
“You’re just bitter because you’re old and alone! And now you’re trying to turn Rachel against me!”
A furious woman holding her head | Source: Pexels
Rachel appeared in the doorway, her face pale. “Em, stop. You’re being horrible.”
“Oh, shut up,” Emily snarled. “You’ve always been jealous of me. And now you’ve manipulated Grandma into giving you the house that was supposed to be mine!”
I placed my palms flat on the counter, steadying myself. “Emily, look at me.”
She did, her eyes blazing.
“You had no space for me at your wedding. So I found I had no space for you in my gift. It’s that simple.”
“But you paid for everything!” she cried. “My dress, my shoes, the stylist—”
“Yes. Because I love you. But love isn’t just about giving things, Emily. It’s about seeing people. And yesterday, you looked right through me.”
Wedding accessories and outfit | Source: Pexels
Emily’s lips trembled. For a moment, I thought I glimpsed regret in her eyes. But then she drew herself up, her shoulders squared.
“Fine,” she hissed. “Keep your stupid house. Give it to the golden child. See if I care.”
She stormed out, the door slamming behind her with finality.
Rachel and I stood in silence for a long moment.
“Thank you, Grandma. For seeing me,” she said.
I pulled her into a hug.
“No, darling. Thank you… for letting me be seen.”
As I held her, I realized something important: Family isn’t always about blood or history. Sometimes, it’s simply about who chooses to stay when they have every reason to walk away. And in that choice, we find out who we really are.
A delighted elderly woman looking at a young lady | Source: Pexels
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