Beyoncé has joined forces with Levi’s for The Denim Cowboy, marking the final chapter of the brand’s “REIIMAGINE” campaign. Unveiled on Monday, August 4, the campaign puts a fresh spin on classic Levi’s ads like “Launderette” and “Pool Hall,” with Beyoncé front and center in a series of cinematic vignettes.
Set to a remix of “Levii’s Jeans” from her Cowboy Carter album, the video highlights standout pieces from the BEYONCÉ x LEVI’S capsule: a dazzling crystal-covered ’90s-inspired cropped jacket and a pair of bedazzled 501 Curve jeans with a bold Western flair.
Fans lit up social media with praise as Beyoncé’s denim drop closed out Levi’s campaign with a bang—especially in contrast to American Eagle’s recent, much-criticized campaign featuring Sydney Sweeney.
“This is how you do a Jean-related ad with a bombshell celebrity,” one Reddit user wrote. Another quipped, “Now that’s a pair of talented genes jeans,” poking fun at American Eagle’s tagline, “Sydney Sweeney has great jeans.”
The former Destiny’s Child star has been at the forefront of the Western fashion wave, sparked by her Cowboy Carter album earlier this year. Since its release on March 29, Levi’s saw a 20% jump in U.S. in-store foot traffic and a matching 20% bump in stock value.
“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,” shared Kenny Mitchell, Levi’s Global Chief Marketing Officer, in a statement. “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 Denim Cowboy collection officially drops on Beyoncé.com on August 4, with Levi.com and select Levi’s stores stocking it from August 7.
