AceShowbiz - Beyonce Knowles' "Levii's Jeans" song has come full circle, as she makes her commercial debut for the venerable denim brand. Inspired by the "Cowboy Carter" track, the 30-second ad titled "Chapter 1: Launderette" features Beyonce strutting into a laundromat with a bucket of sparkling gemstones.

She confidently peels off her $98 Levi's Premium 501 90S Women's Jeans, revealing her white Levi's panties and $29.50 Essential Sporty T-shirt. As Beyonce patiently awaits her laundry, she showcases her 5ft6in figure in the form-fitting boy-shorts.

Directed by Melina Matsoukas, the spot is a direct homage to Levi's 1985 advertisement in which a male model "stonewashes" his jeans by throwing rocks into a laundry machine. "My song 'Levii's Jeans' celebrates the ultimate Americana uniform," Beyonce said in a statement.

She added, "Denim on denim has often been seen through a male lens, so this reimagining campaign that celebrates the iconic female perspective is important to me."

The collaboration has proven lucrative for Levi's, resulting in a 20% stock price boost, increased footfall in U.S. stores, and $1.2M in additional revenue. Kenny Mitchell, Levi's global CMO, emphasized the brand's commitment to supporting women.

"Levi's has and always will be the unofficial uniform for those moving forward in the pursuit of better," Mitchell said. "We believe that means empowering women and honoring their strength."

Beyonce's partnership with Levi's extends back to 2001 when her former group, Destiny's Child, promoted super low-cut jeans. Her ongoing association with the brand aligns with Levi's focus on growing its women's business, which currently accounts for about a third of its revenue.

Michelle Gass, CEO of Levi Strauss & Co., the parent company of Levi's, noted the brand's ambition to increase its women's sales to 50%. The Beyonce campaign is expected to further amplify this strategy.