‘She Gets Lighter and Lighter’: Beyoncé’s Levi’s Launch Faces Backlash as Critics Attack Singer’s ‘Bleached Out’ Look

Beyoncé Knowles-Carter has a new collaboration inspired by her “Levii’s Jeans” song from her most recent album, “Cowboy Carter.” The multi-Grammy Award winner partnered with Levi Strauss & Co. for the multi-chapter global advertising campaign.“REIIMAGINE” will reinterpret several of the most iconic Levi’s advertisements. The campaign’s first Marcell Révi-directed mini-film titled “Launderette” is a reimagined version of the clothing company’s 1985 ad starring British singer and model Nick Kamen. “My song ‘Levii’s Jeans’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” the “Break My Soul” hitmaker said in a press release. She continued, “I am honored to work with Levi’s to create quintessential American iconography. 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.”On Sept. 30, the brand’s official YouTube channel uploaded a 30-second commercial featuring the Houston-bred artist that caused the singer to face more bleaching accusations. The Spiritual World Instagram account reposted images from the Levi’s campaign on the social media platform. Some commenters reacted to the video by focusing on Beyoncé’s skin color.For instance, one person wrote, “She gets lighter and lighter each...