Music icon Beyoncé has teamed up with Levi’s for The Denim Cowboy, the final chapter of the brand’s "REIIMAGINE" campaign. The campaign was revealed on Monday, August 4, and revisits and modernizes iconic Levi’s ads such as “Launderette” and “Pool Hall,” with Beyoncé starring in cinematic vignettes.
Set to a remix of “Levii’s Jeans” from Beyoncé’s Cowboy Carter album, the video showcases standout pieces from the BEYONCÉ x LEVI’S capsule collection: a crystal-studded ’90s-style cropped jacket and a pair of embellished 501 Curve jeans with a Western twist.
Supporters flooded social media with praise, as the final installment of Levi's campaign comes on the heels of American Eagle's controversial campaign with actress Sydney Sweeney.
"If you wanna do a Jean-related ad with a bombshell celebrity, this is how you do it," said someone on Reddit. Another person chimed in, saying, "Now thats a pair of talented genes jeans," referencing the American Eagle campaign tagline, "Sydney Sweeney has great jeans."
The former Destiny's Child frontwoman kicked off a resurgence in Western-inspired fashion with her country album this year. Following Cowboy Carter's release on March 29, Levi’s experienced a 20% rise in in-store foot traffic in the U.S., and a 20% increase in its stock price.
“The Denim Cowboy marks the culmination of the groundbreaking Levi’s REIIMAGINE campaign, marking the final celebration of a partnership that has explored reinvention and reinterpretation at every turn,” said Global Chief Marketing Officer of Levi’s, Kenny Mitchell, in a statement. “The campaign represents a new level and scale of collaboration that has put women at the center of the narrative, and set in motion a new, iconic chapter in Levi’s® history that continues to reaffirm the brand’s place at the center of culture.”
The Denim Cowboy collection will be available on Beyoncé.com starting August 4, with Levi.com and select Levi’s retail locations offering it beginning August 7.
