Denim brand Levi’s has teamed up with music icon Beyonce in its latest fully-integrated campaign – ‘Reimagine’.

The campaign, inspired by Beyonce’s approach to art and culture, will include television, out-of-home, digital, social media, print, brand activations and exclusive products.

There will be a series of chapters featuring the brand’s classic looks and most iconic advertisements. The first of these, inspired by the “Launderette” ad in 1985, places Beyonce center stage and celebrates Levi’s heritage.

“In collaboration with Beyonce, we explore the power of reimagination through this campaign, helping us to connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand,” said Kenny Mitchell, global chief marketing officer of the Levi’s.

“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,” added Beyonce. “I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength.”

The campaign has kicked off in key markets like San Francisco, Houston, Chicago, New York, Atlanta, Paris, London and Berlin