Beyoncé Knowles-Carter and Levi Strauss & Co. are concluding their collaboration with a celebration of denim history and a new merchandise launch. Over the past year, the iconic jeans brand has revisited its notable advertisements from the 1980s and 1990s, featuring Beyoncé in reimagined short videos. In these clips, she creatively incorporates her own style, showcasing Levi’s denim in memorable scenarios like “Launderette,” “Pool Hall,” and “Refrigerator,” while promoting female empowerment and confidence.
Consumers can now shop from the Beyoncé x Levi’s collection, which features standout pieces such as the Western Crystal ‘90s Shrunken Trucker jacket priced at $250 and the Western Crystal 501 Curve jeans for $150. These items, among other denim sets, are available on beyonce.com and from Thursday on levi.com and select Levi’s stores globally.
This partnership was well-timed, coinciding with the release of Beyoncé’s “Cowboy Carter” album, which includes the song “Levii’s Jeans.” This connection further enhances the brand alignment, coinciding with Beyoncé’s international tour that emphasized her denim-inspired phase.
The campaign, dubbed Reiimagine, beautifully integrates the older video segments into a fresh narrative. The centerpiece is the 90-second spot titled “The Denim Cowboy,” which introduces new scenes alongside extended cuts from the original ads. It vividly portrays Beyoncé’s characters winning the local pool shark’s 501 jeans, emphasizing the idea that Levi’s acts as a “uniform for progress.”
Kenny Mitchell, Levi’s global chief marketing officer, articulated the collaboration’s alignment with Levi’s long-term goals of brand culture and storytelling. According to him, the partnership not only focused on women in denim but also highlighted a B2C approach, enhancing direct engagement with customers. Notably, looks from the campaign have performed well, particularly in Europe, leading to strong sales.
Looking ahead, Mitchell hinted that while following such a successful partnership may be challenging, Levi’s plans to keep music and storytelling at the forefront, with potential future links to the world of sports as the company prepares for major events in 2026, including the Super Bowl and the World Cup.
This collaboration represents a significant melding of music and fashion, celebrating cultural icons and the empowerment of women through versatile denim styles, making this partnership a noteworthy chapter in both Beyoncé’s and Levi’s legacy.