Beyoncé wanted to celebrate the "iconic female perspective" with her campaign for Levi's.
The music superstar has teamed up with the classic denim brand to front the Reiimagine campaign, which puts a fresh spin on some iconic adverts.
For the first chapter, Launderette, the Break My Soul singer struts into a laundromat and takes off her jeans to put them in the wash and sits in her underwear while waiting for them to be cleaned. This is a gender-flipped reimagining of a 1985 advert starring a young man.
In a statement, Beyoncé explained that she was thrilled to empower women with her new partnership.
"I am honoured to work with Levi's to create quintessential American iconography," she said. "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 honouring their strength."
The Crazy in Love hitmaker also described the brand's clothing as "ultimate Americana uniform - something we all wear with pride".
Conversations about a collaboration began after Beyoncé released her country album Cowboy Carter in March. The record featured a duet with Post Malone titled Levii's Jeans.
Future chapters will spotlight other well-known Levi's garments, from trucker jackets to shorts and Western styles. The collaboration will also feature "exclusive products" which yet have to be announced.
"This campaign is celebrating two icons," Kenny Mitchell, global chief marketing officer of the Levi's brand at Levi Strauss & Co., told WWD. "It's inspired by Levi's and our unparalleled history and impact over time, as well as Beyoncé, who's a culture shaping artist and icon."