{"id":667934,"date":"2025-08-05T13:49:03","date_gmt":"2025-08-05T11:49:03","guid":{"rendered":"https:\/\/numero.com\/non-classifiee\/beyonce-x-levis-when-the-queen-of-pop-meets-the-cult-denim-brand\/"},"modified":"2025-08-05T15:55:47","modified_gmt":"2025-08-05T13:55:47","slug":"beyonce-x-levis-when-the-queen-of-pop-meets-the-cult-denim-brand","status":"publish","type":"post","link":"https:\/\/numero.com\/en\/fashion\/beyonce-x-levis-when-the-queen-of-pop-meets-the-cult-denim-brand\/","title":{"rendered":"Beyonc\u00e9 x Levi\u2019s: the queen of pop meets the cult denim brand"},"content":{"rendered":"\n
\"Campaign\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>

The Levi\u2019s\u00ae Reiimagine campaign with Beyonc\u00e9.<\/p>

<\/h3><\/figcaption><\/figure>\n\n\n\n

It\u2019s official: American denim brand Levi<\/strong>\u2019s has launched its campaign with superstar Beyonc\u00e9<\/strong> <\/a>through a slick video and a series of stylish visuals. After several days of teasing, Queen Bey<\/strong> emerges as the ultra-sexy muse of the label founded in 1853.<\/p><\/p>\n\n\n\n

Beyonc\u00e9\u2019s impact on Levi\u2019s sales<\/h2>\n\n\n\n

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<\/em><\/strong><\/a>, her excellent eighth studio album and the second act of Renaissance<\/em><\/strong><\/a> (2022). Among the new country-infused tracks, Levii\u2019s Jeans<\/em><\/strong> did not go unnoticed.<\/p><\/p>\n\n\n\n

Performed with rapper Post Malone<\/strong>, the track is a sensual tribute to the legendary denim brand and a sultry love song at once. The lyrics? \u201cBoy, I\u2019ll let you be my Levi\u2019s jeans so you can hug this ass all day.\u201d<\/em><\/p>

<\/p><\/p>\n\n\n\n

A bold homage that instantly boosted Levi\u2019s jeans sales by nearly 20% in the U.S.\u2014enough to drive the brand\u2019s stock value up on Wall Street.

<\/p>\n\n\n\n

\"Campaign\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>

The Levi\u2019s\u00ae Reiimagine campaign with Beyonc\u00e9.<\/p>

<\/h3><\/figcaption><\/figure>\n\n\n\n

Reiimagine<\/em>, a sexy Levi\u2019s campaign<\/h2>

<\/p><\/h2>\n\n\n\n

But the story doesn\u2019t end there\u2026 These two American icons have joined forces in a campaign aptly named Reiimagine<\/em>.<\/strong><\/p>

<\/p><\/p>\n\n\n\n

The most-awarded artist in Grammy<\/strong><\/a> history becomes the new face\u2014and figure\u2014of Levi<\/strong>\u2019s in a series of images and a video set in a laundromat.<\/p>

<\/p><\/p>\n\n\n\n

Unveiled in late September 2024, the first video, Chapter 1, Launderette<\/em><\/a>, a nod to a 1985 commercial. Directed by American filmmaker Melina Matsoukas<\/strong>, who previously directed Beyonc\u00e9<\/strong>\u2019s Formation<\/em><\/strong> and Rihanna<\/strong><\/a>\u2019s We Found Love<\/em><\/strong>, the ad features the star undressing to wash her favorite pair of jeans.<\/p><\/p>\n\n\n\n

\r\n
https:\/\/www.youtube.com\/watch?v=y2o2FuqMtxI<\/a><\/div>\r\n
Beyonc\u00e9 and Timothy Olyphant in the Levi’s Pool Hall <\/em>ad.<\/figcaption><\/figure>\n\n\n\n

Pool Hall<\/em>: Beyonc\u00e9 and Timothy Olyphant play pool in a Levi\u2019s ad<\/strong><\/h2>

<\/h3>

<\/p><\/h2>\n\n\n\n

Pool Hall<\/em><\/strong>, the second chapter of the Levi\u2019s x Beyonc\u00e9<\/strong> collaboration, was released last February. It starred the Texas Hold \u2018Em<\/em><\/strong> singer and actor Timothy Olyphant<\/strong> in a video homage to Levi\u2019s 1991 commercial of the same name. Directed once again by Grammy<\/a>-winner Melina Matsoukas<\/strong>, the video immerses the viewer in a flirty game of pool between the two stars.<\/p><\/p>\n\n\n\n

The campaign is once again soundtracked by Levii\u2019s Jeans<\/em> from Cowboy Carter<\/em><\/strong>, while showcasing Levi\u2019s key pieces\u2014like the Spade trench coat<\/strong> and Ribcage Wide Leg<\/strong> jeans worn by Beyonc\u00e9 in the ad visuals.<\/p><\/p>\n\n\n\n

\r\n
https:\/\/www.youtube.com\/watch?v=CaJCypvWZoQ&ab_channel=Levi%27s%C2%AE<\/a><\/div>\r\n
Beyonc\u00e9 and Willie Jones in the Levi’s Refrigerator <\/em>ad.<\/figcaption><\/figure>\n\n\n\n

Refrigerator<\/em>: A fresh take on Levi\u2019s iconic commercials<\/h2><\/h2>\n\n\n\n

On April 14th, 2025, Beyonc\u00e9<\/strong> and Levi\u2019s<\/strong> revealed the third chapter of their collaboration. A new take on the cult Refrigerator<\/em> ad from 1988. Melina Matsoukas is back behind the camera to capture Beyonc\u00e9 wearing the Levi\u2019s Iconic Western shirt<\/strong>, 501 Original denim shorts<\/strong>, and a red bandana tied around her head.<\/p>

<\/p><\/p>\n\n\n\n

The video stages a confident Beyonc\u00e9<\/strong> standing behind the counter of a classic American diner. The very same kind featured in the iconic music video for Telephone<\/em><\/strong> released fifteen years ago. She moves with confidence, greeting her partner Willie Jones<\/strong>, who also collaborated with the singer on the track Just For Fun<\/em> from her latest album Cowboy Carter<\/em><\/strong><\/a>.<\/p><\/p>\n\n\n\n

\r\n
https:\/\/www.youtube.com\/watch?v=LwojYvqomhU<\/a><\/div>\r\n
Beyonc\u00e9 in the Levi’s The Denim Cowboy <\/em>ad.<\/figcaption><\/figure>\n\n\n\n

The Denim Cowboy<\/em>, final opus of the Reiimagine <\/em>campaign<\/h2><\/h2>\n\n\n\n

On August 4th, 2025, the Reiimagine<\/em> campaign came to a close with a final chapter titled The Denim Cowboy<\/em><\/strong>. Once again directed by Melina Matsoukas<\/strong>, the video wraps up the story introduced in the first three acts of the Beyonc\u00e9 x Levi’s collaboration. Dressed in a Levi\u2019s denim jacket and pair of jeans encrusted with crystals, the star leaves the bar where she had been playing pool with Timothy Olyphant<\/strong> in Pool Hall<\/em>, riding off on a motorcycle into the pitch-black night.<\/p><\/p>\n\n\n\n

\"The\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
The Denim Cowboy<\/em> campaign by Beyonc\u00e9 and Levi’s.<\/figcaption><\/figure>\n\n\n\n

As soon as the ad was released online, fans began speculating about what that motorcycle could mean about Beyonc\u00e9\u2019s future projects. Some already perceive it as the prelude to a forthcoming rock album inspired by the artist Sister Rosetta Tharpe<\/strong>\u2026<\/p>\n\n\n\n

\"La\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
The Levi’s\u00ae
Pool Hall<\/em> campaign with Beyonc\u00e9.<\/figcaption><\/figure>\n\n\n\n

Beyonc\u00e9 reclaims another American myth<\/h2>\n\n\n\n

For Beyonc\u00e9<\/strong>\u2014who has already reimagined the cowboy figure in her latest album\u2014this collaboration with Levi\u2019s is far from trivial. Once again, it\u2019s about embracing an American myth and reshaping it within her own creative universe, upending its traditional codes.<\/p>

<\/p><\/p>\n\n\n\n

In a statement, the ever-political and feminist artist stated: \u201cMy song Levii\u2019s Jeans celebrates what I consider the ultimate Americana uniform\u2014something we all wear with pride. (\u2026) 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.<\/em>\u201d<\/p><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s official: American denim brand Levi\u2019s has launched its campaign with superstar Beyonc\u00e9 through a […]<\/p>\n

Read More… from Beyonc\u00e9 x Levi\u2019s: the queen of pop meets the cult denim brand<\/span><\/a><\/p>\n","protected":false},"author":20,"featured_media":710897,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[68,97],"tags":[1908,1908,8927,8927,8825,8825],"class_list":["post-667934","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion","category-fashion-news","tag-beyonce-en","tag-cowboy-carter-en","tag-levis-en"],"acf":[],"yoast_head":"\nBeyonc\u00e9, Levi's ambassador for The Denim Cowboy campaign<\/title>\n<meta name=\"description\" content=\"Beyonc\u00e9 becomes the new Levi's ambassador for new The Denim Cowboy campaign. 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