Levi Strauss & Co. and Beyoncé Release Final Chapter of REIIMAGINE Campaign with New Denim Collection
Photo Credit: Levis
SAN FRANCISCO, August 4, 2025 (V SHADES) — Apparel company Levi Strauss & Co., in collaboration with Beyoncé, has released "The Denim Cowboy," the final chapter of the year-long Levi’s® REIIMAGINE campaign.
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The film features pieces from the new BEYONCÉ X LEVI’S® denim collection and integrates scenes from previous installments—“Launderette,” “Pool Hall,” and “Refrigerator”—reinterpreting vintage Levi’s® advertisements from the 1980s and 1990s into a contemporary narrative centered on empowerment.
The film is set to an exclusive edit of Beyoncé’s “Levii’s Jeans” from the Grammy-winning album Cowboy Carter. It includes extended cuts and introduces a storyline in which Beyoncé wins a pair of 501® jeans from a pool game against a character portrayed by Timothy Olyphant. The Western Crystal ’90s Shrunken Trucker and 501® Curve jeans are presented as the signature items from the new denim collection.
"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," said Kenny Mitchell, Global Chief Marketing Officer of the Levi’s® brand at Levi Strauss & Co.
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The BEYONCÉ X LEVI’S® denim collection includes the Western Crystal ‘90s Shrunken Trucker ($250), the Western Crystal 501® Curve ($150), and two additional denim sets. The collection is available starting August 4 on www.beyonce.com and will launch globally on August 7 on www.levi.com and at select Levi’s® stores.
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The campaign was directed by Grammy Award-winner Melina Matsoukas, with cinematography by Marcell Rév and photography by Mason Poole. It was produced by de la revolućion/PRETTYBIRD in creative partnership with TBWA\Chiat\Day LA and Parkwood Entertainment.
For more information, visit www.levi.com.
Source: Levi Strauss & Co.
