Global icon Beyoncé and the Levi’s® brand have unveiled The Denim Cowboy, the final chapter in the year-long REIIMAGINE campaign, cementing their collaboration as one of the most ambitious and culturally resonant in fashion this year.
The 90-second film serves as both a conclusion and culmination, blending previous campaign installments—Launderette, Pool Hall, and Refrigerator—into a single narrative arc. Directed by Grammy Award-winner Melina Matsoukas, the piece is set to a reworked version of Beyoncé’s “Levii’s Jeans” from her Grammy-winning Cowboy Carter album.
In a nod to classic Levi’s® advertisements from the 1980s and 1990s, the film reimagines these cultural touchpoints through a fresh lens of empowerment, reinvention, and feminine identity. The storyline ties together the trilogy with a surprising reveal: Beyoncé’s character wins a pool game, claiming a pair of 501® jeans from a local shark played by Timothy Olyphant (Justified, Deadwood).
The film features pieces from the new BEYONCÉ X LEVI’S® denim collection, including the standout Western Crystal ‘90s Shrunken Trucker Jacket and the 501® Curve jeans. The latter is a modern reinterpretation of Levi’s® most iconic silhouette, designed to flatter curves without sacrificing the timeless straight-leg cut.
“The Denim Cowboy marks the culmination of the groundbreaking REIIMAGINE campaign,” said Kenny Mitchell, Global Chief Marketing Officer at Levi Strauss & Co. “This collaboration has placed women at the heart of the story and ushered in a new era of Levi’s® cultural relevance.”
Beyoncé brought the collaboration to life on stage as well. During the finale of her Cowboy Carter Tour in Las Vegas, her entire dance crew donned glittering pieces from the collection—visually amplifying the campaign’s central themes of power and reinvention.
The BEYONCÉ X LEVI’S® denim collection, priced between $150 and $250, officially launches 4 August on Beyonce.com and 7 August globally on Levi.com and in select Levi’s® stores. Two additional full-denim sets will also be available.
The integrated global launch includes a wide media rollout across TV, digital platforms, social media, and out-of-home advertising. The campaign was creatively developed by TBWA\Chiat\Day LA in partnership with Parkwood Entertainment, and produced by de la revolućion/PRETTYBIRD.
Adding to the campaign’s high production value, cinematographer Marcell Rév and photographer Mason Poole collaborated to deliver the campaign’s distinctive visual style—further anchoring it in Levi’s® legacy of iconic advertising.
Fans and fashion observers alike can visit Levi.com or follow @levis on Instagram and TikTok for updates, behind-the-scenes footage, and styling inspiration from the REIIMAGINE campaign.
