The Global fashion brand Levi’s has teamed up with superstar Beyoncé to release “The Denim Cowboy,” the final film in its year-long REIIMAGINE campaign.
This short film ties together all three previous campaign videos – Launderette, Pool Hall, and Refrigerator, and tells a bold new story of empowerment, style, and reinvention. At the heart of the film is the new BEYONCÉ X LEVI’S® denim collection, which celebrates Levi’s® long-standing denim legacy while pushing fashion forward.
The film features Beyoncé in standout pieces, including the Western Crystal ’90s Shrunken Trucker jacket and the 501 Curve jeans, a brand-new take on Levi’s classic straight-leg design, specially made to celebrate and fit curves.
Set to a remix of Beyoncé’s hit track “Levi’s Jeans” from her Cowboy Carter album, the 90-second video includes new scenes and expanded versions of earlier campaign films.
Grammy-winning director Melina Matsoukas once again brings Levi’s vision to life, with actor Timothy Olyphant making a surprise appearance as the pool hall “shark” who loses his iconic 501® jeans to Beyoncé.
The final release of the campaign highlights Levi’s commitment to female empowerment, creativity, and cultural impact. “This campaign has rewritten the rules and placed women at the centre of the story,” said Kenny Mitchell, Levi’s Global Chief Marketing Officer.
The collection made a splash recently during the final shows of Beyoncé’s COWBOY CARTER TOUR in Las Vegas, where her dance crew wore dazzling pieces from the new denim line.
The BEYONCÉ X LEVI’S® denim collection includes:
- Western Crystal ’90s Shrunken Trucker – $250
- Western Crystal 501® Curve jeans – $150
- Two full denim outfits
The collection is now available on Beyonce.com (starting August 4) and will launch globally on August 7 on Levi.com and in select Levi’s® stores.
The “Denim Cowboy” campaign will be promoted worldwide across TV, digital platforms, social media, and outdoor advertising, continuing Levi’s legacy of creating unforgettable fashion moments with top creative talent.