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Beyoncé x Levi’s: when 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’s yet another opportunity to reclaim an American myth in her own way—one that dates back to 1853.
Publié le 17 april 2025. Modifié le 30 April 2025.
The Levi’s® Reiimagine campaign featuring 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 jeans 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 featuring 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, was titled 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 the Levi’s ad.
The second chapter of the Levi’s x Beyoncé collaboration, titled Pool Hall, was released this past February. It stars the Texas Hold ‘Em singer alongside 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 viewers 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 14, 2025, Beyoncé and Levi’s revealed the third installment of their partnership: a new take on the cult Refrigerator ad from 1988. Returning to the camera lens of Melina Matsoukas, Beyoncé wears a Levi’s Iconic Western shirt, 501 Original denim shorts, and a red bandana tied around her head.
In this scene, she stands confidently behind the counter of a classic American diner—the same kind featured in the iconic music video for Telephone released fifteen years ago. She moves with purpose, greeting her partner Willie Jones, who also features on the track Just For Fun from her latest album Cowboy Carter.
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 explains: “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.” We can’t wait to see what the next chapters of this power couple will bring.
