Beyoncé's real 'Levii's Jeans' are ready for purchase: How to shop Levi's collab
The freshly christened country music superstar released a new line of jeans in partnership with iconic denim house Levi's on Aug. 7, offering fans a chance to sport styles designed by Queen Bey herself.
The collaboration – which includes several pairs of rhinestone-embroidered, lightwash pants and some trucker jackets – draws inspiration from the singer's most recent album, "Cowboy Carter," a soulful sojourn into the country music genre and the complicated history of America.
Dubbed "The Denim Cowboy," the collection was advertised with a western-inspired video promo, set to the tune of Beyoncé's "Levii's Jeans," a mid-album ode to the stiff and worn fabric that clings to the curvature of a body. As part of the collab, fans can buy graphic T-shirts with the denim company's name spelled "Levii's" in tribute to the track featuring Post Malone.
Sydney Sweeney's American Eagle jeans ad sparks controversy: Here's why
How to shop Beyonce, Levi's collection
The collaboration is available to shop now on the Levi's website.
Collab comes amid Sydney Sweeney American Eagles jeans ad controversy
The collection arrives against the backdrop of a contentious conversation about denim advertisements.
Last month, actress Sydney Sweeney released an ad in partnership with American Eagle for a line of jeans that many critics lambasted.
In one of several videos for the campaign, Sweeney, tells cameras, "Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color."
The Age of the Rhinestone Cowgirl: How Beyoncé brings glitz to the Wild Wild West
"My jeans are blue," she continued, with jeans doing double duty as the camera panned across both her true blue denim fit and her blue eyes. Critics argued that the use of Sweeney, a white, thin, blonde woman with blue eyes, as the archetype of "good genes" bordered on eugenic thinking, contributing to a well-worn glorification of whiteness in the beauty industry.
American Eagle later commented on the controversy, saying: "'Sydney Sweeney Has Great Jeans' is and always was about the jeans. Her jeans. Her story. We'll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone."
That the controversy stemmed from a denim ad, and one from a company with "American" in the name, further complicated the reception. Americana and denim have always gone hand in hand.
Beyoncé's campaign, however, offers an entirely different image, casting a Black woman as the cowboy and queen of the American West, winning in smoky pool joints and catching eyes at her local laundromat.
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