The final installment of the year-long Levi’s® REIIMAGINE campaign with the global icon is marked by the release of the final campaign film – The Denim Cowboy (watch below).
(Check out the previous campaigns here)
Set to an exclusive edit of the “Levii’s Jeans” soundtrack from the Grammy Award-winning album, Cowboy Carter, the 90-second campaign film is the creation of a new narrative centered on empowerment and rewriting the rules. It includes new scenes and extended cuts from the previously released Launderette, Pool Hall and Refrigerator films – all inspired by classic Levi’s® advertisements from the ‘80s and ‘90s.
Shown throughout The Denim Cowboy are Levi’s® icons and hero pieces from the new BEYONCÉ x LEVI’S® denim collection. Featuring bold details like lacing, rhinestones, and embroidery that elevate every piece into a statement of individual style, the BEYONCÉ X LEVI’S® denim collection transforms the most beloved Levi’s® denim silhouettes through Beyoncé’s visionary lens.
The film features Beyoncé wearing the new crystalized ‘90s Shrunken Trucker and 501® Curve jeans – hero pieces from the new BEYONCÉ X LEVI’S® denim collection and the debut of the groundbreaking 501® Curve silhouette that is designed to celebrate and fit curves without compromising the authentic straight-leg silhouette that makes the 501® so timeless and enduring.
Capping off the year-long partnership, the BEYONCÉ X LEVI’S® denim collection is a celebration of reinvention and the power of creative partnership. By bringing together Levi’s® denim heritage with Beyoncé’s bold artistic vision, the collection creates pieces that are both timeless and revolutionary, designed for those who aren’t afraid to make a statement.
The BEYONCÉ X LEVI’S® denim collection offers three distinct finishes across seven pieces – reimagining classic Levi’s® pieces with glamorous embellishments that capture the spirit of confident self-expression.
- The Western Crystal finish showcases maximum glamour with crystalline embellishments that catch the light, available in the ‘90s Shrunken Trucker, 501® Curve, and 501® ‘90s.
- The Laced Up finish brings edgy sophistication with intricate lacing details, featured on the ‘90s Shrunken Trucker and 501® Curve.
- The Authentic Finish offers a more understated approach while maintaining the collection’s elevated aesthetic, available in the ‘90s Shrunken Trucker and 501® Curve.
The BEYONCÉ X LEVI’S® denim collection is now available on shop.beyonce.com as well as on Levi.com and at the Levi’s® stores.
