Today marks the debut of The Denim Cowboy, the final installment of the year-long Levi’s® REIIMAGINE campaign.
The film weaves together the three previous chapters, revealing the campaign as more than a reinterpretation of iconic Levi’s® advertisements — it is the creation of a new narrative centered on empowerment and rewriting the rules. Shown throughout The Denim Cowboy are Levi’s® icons and hero pieces from the new BEYONCÉ x LEVI’S® denim collection that serve as the film’s uniform and latest cornerstone of the partnership with Beyoncé, highlighting the brand’s denim lifestyle leadership.
“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,” said Kenny Mitchell, Global Chief Marketing Officer of the Levi’s® brand at Levi Strauss & Co. “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.”
Set to an exclusive edit of the “Levii’s Jeans” soundtrack from the Grammy Award-winning album Cowboy Carter, the 90-second film includes new scenes and extended cuts from the previously released Launderette, Pool Hall and Refrigerator films — all inspired by classic Levi’s® advertisements from the ‘80s and ‘90s. Once again, the Levi’s® brand partnered with Grammy Award-winning director Melina Matsoukas to bring this vision to life.
Beyoncé stuns in a crystalized ‘90s Shrunken Trucker paired with the 501® Curve jeans, a new and groundbreaking 501® silhouette designed to celebrate and fit curves without compromising the authentic straight-leg silhouette that makes the 501® so timeless and enduring. Channeling the bold glamour first unveiled in Pool Hall, the Western Crystal ’90s Shrunken Trucker and Western Crystal 501® Curve jeans emerge as the standout statement pieces of the BEYONCÉ X LEVI’S® denim collection.
The BEYONCÉ X LEVI’S® denim collection — including the Western Crystal ‘90s Shrunken Trucker ($250) and the Western Crystal 501® Curve ($150) — along with two other head-to-toe denim sets will be available starting August 4 on Beyonce.com and globally August 7 on Levi.com and at select Levi’s® stores.
