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Beyoncé x Levi’s: the queen of pop meets the cult denim brand
At the end of September 2024, the American denim brand Levi’s unveiled its campaign with superstar Beyoncé, titled Reiimagine. Today, she stars in a third ad alongside singer Willie Jones. For the committed artist, it is yet another opportunity to reclaim an American myth dating back to 1853.
The Levi’s® Reiimagine campaign with Beyoncé.
It’s official: American denim brand Levi’s has launched its campaign with superstar Beyoncé through a slick video and a series of stylish visuals. After several days of teasing, Queen Bey emerges as the ultra-sexy muse of the label founded in 1853.
Beyoncé’s impact on Levi’s sales
To fully grasp the appeal of this collaboration, we have to rewind to March 2024. The 43-year-old icon had just released Cowboy Carter, her excellent eighth studio album and the second act of Renaissance (2022). Among the new country-infused tracks, Levii’s Jeans did not go unnoticed.
Performed with rapper Post Malone, the track is a sensual tribute to the legendary denim brand and a sultry love song at once. The lyrics? “Boy, I’ll let you be my Levi’s jeans so you can hug this ass all day.”
A bold homage that instantly boosted Levi’s jeans sales by nearly 20% in the U.S.—enough to drive the brand’s stock value up on Wall Street.
The Levi’s® Reiimagine campaign with Beyoncé.
Reiimagine, a sexy Levi’s campaign
But the story doesn’t end there… These two American icons have joined forces in a campaign aptly named Reiimagine.
The most-awarded artist in Grammy history becomes the new face—and figure—of Levi’s in a series of images and a video set in a laundromat.
Unveiled in late September 2024, the first video, Chapter 1, Launderette, a nod to a 1985 commercial. Directed by American filmmaker Melina Matsoukas, who previously directed Beyoncé’s Formation and Rihanna’s We Found Love, the ad features the star undressing to wash her favorite pair of jeans.
Pool Hall: Beyoncé and Timothy Olyphant play pool in a Levi’s ad
Pool Hall, the second chapter of the Levi’s x Beyoncé collaboration, was released last February. It starred the Texas Hold ‘Em singer and actor Timothy Olyphant in a video homage to Levi’s 1991 commercial of the same name. Directed once again by Grammy-winner Melina Matsoukas, the video immerses the viewer in a flirty game of pool between the two stars.
The campaign is once again soundtracked by Levii’s Jeans from Cowboy Carter, while showcasing Levi’s key pieces—like the Spade trench coat and Ribcage Wide Leg jeans worn by Beyoncé in the ad visuals.
Refrigerator: A fresh take on Levi’s iconic commercials
On April 14th, 2025, Beyoncé and Levi’s revealed the third chapter of their collaboration. A new take on the cult Refrigerator ad from 1988. Melina Matsoukas is back behind the camera to capture Beyoncé wearing the Levi’s Iconic Western shirt, 501 Original denim shorts, and a red bandana tied around her head.
The video stages a confident Beyoncé standing behind the counter of a classic American diner. The very same kind featured in the iconic music video for Telephone released fifteen years ago. She moves with confidence, greeting her partner Willie Jones, who also collaborated with the singer on the track Just For Fun from her latest album Cowboy Carter.
The Denim Cowboy, final opus of the Reiimagine campaign
On August 4th, 2025, the Reiimagine campaign came to a close with a final chapter titled The Denim Cowboy. Once again directed by Melina Matsoukas, the video wraps up the story introduced in the first three acts of the Beyoncé x Levi’s collaboration. Dressed in a Levi’s denim jacket and pair of jeans encrusted with crystals, the star leaves the bar where she had been playing pool with Timothy Olyphant in Pool Hall, riding off on a motorcycle into the pitch-black night.
As soon as the ad was released online, fans began speculating about what that motorcycle could mean about Beyoncé’s future projects. Some already perceive it as the prelude to a forthcoming rock album inspired by the artist Sister Rosetta Tharpe…
Beyoncé reclaims another American myth
For Beyoncé—who has already reimagined the cowboy figure in her latest album—this collaboration with Levi’s is far from trivial. Once again, it’s about embracing an American myth and reshaping it within her own creative universe, upending its traditional codes.
In a statement, the ever-political and feminist artist stated: “My song Levii’s Jeans celebrates what I consider the ultimate Americana uniform—something we all wear with pride. (…) Double denim has often been viewed through a masculine lens, which is why this reinvented campaign, celebrating an iconic feminine vision, is so important to me. I look forward to finding innovative ways to align our visions, empowering women and honoring their strength.”
