The year-long campaign “REIIMAGINE” from the collaboration between Beyoncé and Levi’s® has come to its grand finale. On August 4 (local time), the final film The Denim Cowboy was unveiled—reconstructing the narrative built across the previous three films and reinterpreting Levi’s® advertising history, all while introducing a bold new story of empowerment and rewriting the rules.
Centered around the themes of “empowerment” and “redefining the rules,” the film is a visual culmination of Launderette, Pool Hall, and Refrigerator, incorporating extended scenes and unreleased cuts. Set to an exclusive version of “Levii’s Jeans” from Beyoncé’s Grammy-winning album Cowboy Carter, the 90-second film is a striking blend of sound and visuals that captivates viewers from start to finish.
The film is directed by Grammy Award-winning filmmaker Melina Matsoukas, who has worked alongside Beyoncé on the previous campaign chapters. Drawing inspiration from iconic Levi’s® advertisements of the 1980s and ’90s, she reimagines these influences through a contemporary, fashion-forward lens.
The spotlight shines on two standout looks worn by Beyoncé in the film. The Western Crystal ’90s Shrunken Trucker, a cropped trucker jacket adorned with sparkling crystal embellishments, reinterprets ’90s flair with a modern edge. Its sharp silhouette and subtle shine make it a statement piece that seamlessly transitions from daywear to party-ready attire.
Paired with the jacket is the Western Crystal 501® Curve Jeans—a new interpretation of the timeless 501® silhouette, designed to celebrate and fit a woman’s curves without compromising the iconic straight-leg look. Western-inspired crystal details breathe new life into this Levi’s® classic, merging heritage with reinvention.
Commenting on the release, Kenny Mitchell, Global Chief Marketing Officer of Levi Strauss & Co., stated: “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. 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 latest BEYONCÉ x LEVI’S® collection includes the Western Crystal ’90s Shrunken Trucker and the Western Crystal 501® Curve Jeans, along with two additional full denim looks. The collection launched on August 4 via Beyonce.com, and will be available globally on August 7 through Levi.com and select Levi’s® stores worldwide.
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