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.”
The True Reason Why an Indian Man Has Been Holding His Arm Up Since 1973
“I don’t ask for much,” said this man who has held his arm up for 50 years now. We were deeply amazed by his extraordinary gesture, and upon discovering the real purpose behind it, we couldn’t help but eagerly share his story with our beloved readers.
Meet Amar Bharati.
A devoted Indian ascetic by the name of Amar Bharati has been tirelessly advocating for world peace for 50 years, all the while maintaining a remarkable gesture of raising his right hand in the air without ever lowering it.
A sadhu, which is a revered religious ascetic or holy individual in Hinduism (and occasionally in Buddhism and Jainism), is someone who has willingly renounced all worldly desires.
Mr. Bharati, previously a married man with three children who worked as a clerk in New Delhi, made a life-altering decision in 1970 when he resigned from his job and parted ways with his family and friends. His profound commitment led him to dedicate his existence to Shiva, one of the central deities of Hinduism, often referred to as “the primordial yogi.”
Next, he conceived a gesture that would become universally recognized.
Starting in 1973, he began raising his arm as a profound symbol of his unwavering devotion and as a powerful statement to actively advocate for peace and oppose conflicts worldwide. In his unconditional commitment, he endured excruciating pain for two long years, resulting in his arm losing all sensation and the muscles therein wasting away.
Indian sadhus frequently embark on the most rigorous forms of penance, demanding exceptional self-discipline, all in the pursuit of attaining liberation and enlightenment, referred to as Moksha in the Indian spiritual context.
Today, Bharati’s arm stands as a testament to his enduring resolve. It has become a mere skeletal structure, and his once-nails have transformed into spiraling claws.
In a candid interview, the wise sadhu shared his heartfelt message, saying, “I do not ask for much. Why are we fighting our sons among ourselves? Why is there so much hatred and enmity between us? I just want all Indians and the whole world to live in peace with each other.”
One can only fathom the immense pain he must have endured throughout his incredible journey. It is precisely these acts of extreme self-discipline and the underlying motivations behind them that have piqued the interest of individuals outside of India, even drawing the attention of historical figures such as Alexander the Great.
Mr. Amar has adapted to life with his raised arm.
He lives as if his arm is missing, using his other hand for everything, like eating, getting dressed, and bathing. Although it’s not easy, Amar firmly believes that this way of life brings him closer to Shiva and encourages people to think about being more peaceful in their daily routines.
“If you try to lower Bharati’s hand you will cause him real pain, not physical but spiritual, for he believes that his eternal salute does indeed promote world peace,” one of his acquaintances explained. Another individual addressed the practical aspect, pointing out that there’s a physical challenge as well. The cartilage in his elbow has dried out, making any attempt to move his arm a potential risk to his joint.
in his devoted pursuit of peace.
Before you go, make sure to read another article where we explain why rocking a peace sign in your photos can put you in danger.
Preview photo credit ERIC LAFFORGUE / Alamy Stock Photo
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