Levi’s® and global icon Beyoncé today unveiled The Denim Cowboy, the final installment of Levi’s® REIIMAGINE, a year-long campaign. The film connects three previous chapters and reveals that the campaign is more than a reinterpretation of iconic Levi’s® ads – it’s a new narrative focused on empowerment and rewriting the rules. Levi’s® icons and favorite pieces from the new BEYONCÉ x LEVI’S® denim collection appear throughout The Denim Cowboy , serving as the film’s uniform and the latest foundation for the Beyoncé partnership, highlighting the brand’s leadership in denim lifestyle.
Accompanied by an exclusive re-edit of the Grammy-winning soundtrack of “Levi’s Jeans,” the 90-second film features new scenes and extended footage from previously released films Launderette , Pool Hall and Refrigerator – all inspired by classic Levi’s® commercials from the 1980s and 1990s. Levi’s® once again teamed up with Grammy-winning director Melina Matsoukas to bring this vision to life.
The Denim Cowboy , which brings new connections to previous films and reveals new details, reveals that Beyoncé’s winnings at the pool hall are none other than the 501® jeans of a local shark, played by award-winning actor Timothy Olyphant ( Justified , Deadwood ). Beyoncé dazzles in the crystallized ’90s Shrunken Trucker jeans paired with the 501® Curve jeans, a new and groundbreaking 501® cut designed to celebrate and flatter a woman’s curves without compromising the authentic straight cut that makes the 501® jeans so timeless and beloved. Inspired by the bold charm first seen in the film Pool Hall , the Western Crystal ’90s Shrunken Trucker and Western Crystal 501® Curve jeans become signature pieces in the BEYONCÉ X LEVI’S® denim collection.
“ The Denim Cowboy is the culmination of Levi’s®’s groundbreaking REIIMAGINE campaign and the culmination of a partnership that has explored new possibilities and interpretations at every turn,” said Kenny Mitchell, global chief marketing officer for Levi’s® at Levi Strauss & Co. “ The campaign represents a new level and scope of collaboration that puts women at the center of the story and opens a new iconic chapter in Levi’s® history that continues to affirm the brand’s place at the center of culture .”
The partnership reached its peak during Beyoncé’s final performances of the COWBOY CARTER TOUR in Las Vegas, where the icon’s entire dance crew lit up the stage in sparkling new pieces from the BEYONCÉ X LEVI’S® denim collection – inspired by the bold spirit of the ongoing REIIMAGINE campaign.
The BEYONCÉ X LEVI’S® denim collection, which includes the Western Crystal ’90s Shrunken Trucker ($250) and Western Crystal 501® Curve ($150), along with two other denim outfits, will be available starting August 4th on Beyonce.com and starting August 7th globally on Levi.com and select Levi’s® stores.
The Denim Cowboy is launched as part of a comprehensive global campaign spanning television, digital, social and outdoor advertising. The campaign continues Levi’s® tradition of collaborating with the most celebrated creative talents of our time. Matsoukas worked with Emmy Award-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole, allowing her to capture the visual essence of the REIIMAGINE campaign, adding another layer to the rich mosaic of iconic Levi’s® campaigns .
For more information about the REIIMAGINE campaign, visit levi.com and follow @levis on Instagram and TikTok.
The campaign was conceived in a creative partnership with TBWA\Chiat\Day LA and Parkwood Entertainment and produced by de la revolucion/PRETTYBIRD.
About Levi’s ®
The Levi’s® brand is synonymous with classic American style and effortless elegance. Since its invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most iconic garments in the world, capturing the imagination and loyalty of generations. Today, the Levi’s® brand portfolio continues to evolve, driven by a relentless pioneering and innovative spirit that is unmatched in the apparel industry. Our premium denim apparel and accessories are available in more than 120 countries, enabling people around the world to express their personal style. For more information about Levi’s®, its products and stores, visit levi.com.
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