SAN FRANCISCO -- The Levi’s® brand, in collaboration with global icon Beyoncé, debuted The Denim Cowboy, the final installment of the year-long Levi’s® REIIMAGINE campaign. The film weaves together the three previous chapters, revealing the campaign as more than a reinterpretation of iconic Levi's® advertisements - it is the creation of a new narrative centered on empowerment and rewriting the rules. Shown throughout The Denim Cowboy are Levi’s® icons and hero pieces from the new BEYONCÉ x LEVI’S® denim collection that serve as the film’s uniform and latest cornerstone of the partnership with Beyoncé, highlighting the brand’s denim lifestyle leadership.
Set to an exclusive edit of the “Levii’s Jeans” soundtrack from the Grammy Award-winning album, Cowboy Carter, the 90-second film includes new scenes and extended cuts from the previously released Launderette, Pool Hall and Refrigerator films - all inspired by classic Levi’s® advertisements from the ‘80s and ‘90s. Once again, the Levi’s® brand partnered with Grammy Award-winning director Melina Matsoukas to bring this vision to life.
Recontextualizing the previous chapters and unveiling new details, The Denim Cowboy reveals that Beyoncé’s winning prize from the pool game is none other than the local shark’s 501® jeans, played by award-winning actor, Timothy Olyphant (Justified, Deadwood). Beyoncé stuns in a crystalized ‘90s Shrunken Trucker paired with the 501® Curve jeans, a new and groundbreaking 501® silhouette designed to celebrate and fit curves without compromising the authentic straight-leg silhouette that makes the 501® so timeless and enduring. Channeling the bold glamour first unveiled in Pool Hall, the Western Crystal ’90s Shrunken Trucker and Western Crystal 501® Curve jeans emerge as the standout statement pieces of the BEYONCÉ X LEVI’S® denim collection.
“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 Kenny Mitchell, Global Chief Marketing Officer of the Levi’s® brand at Levi Strauss & Co. “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 partnership reached a dazzling crescendo during Beyoncé's final performances of COWBOY CARTER TOUR in Las Vegas where the icon’s entire dance crew lit up the stage in the shimmering new pieces from the BEYONCÉ X LEVI’S® denim collection - looks inspired by the bold spirit of the ongoing REIIMAGINE campaign.
The BEYONCÉ X LEVI’S® denim collection - including the Western Crystal ‘90s Shrunken Trucker ($250) and the Western Crystal 501® Curve ($150) - along with two other head-to-toe denim sets will be available starting August 4th on Beyonce.com and globally August 7th on Levi.com and select Levi’s® stores.
The Denim Cowboy launches with a fully integrated global campaign, including television, digital, social media, and out-of-home. The campaign maintains the Levi’s® tradition of working with the most celebrated creative talents of our time. Matsoukas collaborated with Emmy Award-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole to capture the visual essence of the REIIMAGINE campaign, adding another layer to the rich tapestry of iconic Levi’s® campaigns.
For more information on the REIIMAGINE campaign, visit levi.com and follow @levis on Instagram and TikTok.
The campaign was conceived in creative partnership with TBWAChiatDay LA and Parkwood Entertainment and produced by de la revolućion/PRETTYBIRD.
