Levi's takes over Selfridges' storefront with iconic Beyoncé campaign

A new campaign has taken over the storefront of one of Oxford Street’s most famous shops.

Today, February 27th, Selfridges unveiled its new window display featuring an epic homage to Beyoncé.

Levi’s ‘fit for an icon’ campaign is the largest of its kind in Europe and features a sexy photo of Queen Bey.

The display can be found at Selfridges’ Oxford Street branch. It comes as part of the department stores REIIMAGINE Chapter II campaign.

Situated on London's buzzing Oxford Street, the new collaboration sees Levi's® reaffirming its place at the centre of culture and its continued commitment to creating elevated experiences through wholesale partnerships.

The brand also plans to open a "shop-in-shop" in the iconic department store in May this year, affirming that wholesale remains a key pillar of Levi's DTC-first strategy.

Lucia Marcuzzo, Managing Director of Europe at Levi Strauss & Co says: “At Levi's, DTC-first doesn't mean DTC-only. This collaboration with Selfridges is a perfect example of how we’re elevating wholesale partnerships. We're meeting our consumers wherever they are with curated product storytelling and an exceptional retail experience at the heart of London’s fashion scene.

“With the Levi’s 'shop in shop' opening in Selfridges in May, this is just the beginning—there’s much more to come as we continue to deepen our relationships with key wholesale partners."