Beyoncé与Levi's ® 联袂推出《 The Denim Cowboy 》
这部90秒的影片配以格莱美获奖专辑《 Cowboy Carter 》中《Levii's Jeans》的独家剪辑版原声，包含此前发布的《 Launderette 》、《 Pool Hall 》和《 Refrigerator 》三部短片中的新场景与加长片段——所有内容灵感均源自20世纪80年代和90年代的Levi's®经典广告。Levi's®品牌再次与格莱美获奖导演Melina Matsoukas合作，将这一愿景化为现实。
《 The Denim Cowboy 》重新诠释了之前的篇章并揭晓了新的细节：Beyoncé在台球游戏中赢得的奖品，正是由获奖演员Timothy Olyphant（代表作《 Justified 》、《 Deadwood 》）饰演的当地'大佬'的501®牛仔裤。Beyoncé身着镶钻90年代短款卡车司机夹克，搭配501® Curve牛仔裤惊艳亮相——这款突破性的全新501®廓形专为展现曲线而设计，既贴合身形，又不失501®经典直筒版型永恒而持久的魅力。镶钻西部风90年代短款卡车司机夹克与镶钻西部风501® Curve牛仔裤延续《 Pool Hall 》中首次展现的大胆张扬风格，成为BEYONCÉ X LEVI'S®牛仔系列中最抢眼的标志性单品。
Levi Strauss & Co.旗下Levi's ® 品牌全球首席营销官Kenny Mitchell表示： '《The Denim Cowboy》标志着开创性的Levi's® REIIMAGINE活动圆满收官，也为这场不断探索重塑与再造的合作画上完美句号。该活动代表着合作的新高度与新规模——它将女性置于叙事核心，为Levi's®历史开启了全新的标志性篇章，不断重申了品牌在文化领域的核心地位。'
这场合作在Beyoncé的COWBOY CARTER TOUR巡演拉斯维加斯收官演出中达到高潮：这位偶像的整个舞蹈团队身着BEYONCÉ X LEVI'S®牛仔系列的闪耀新品登台，造型灵感源自持续进行的REIIMAGINE活动所蕴含的大胆精神。
BEYONCÉ X LEVI'S®牛仔系列——包括镶钻西部风90年代短款卡车司机夹克（售价250美元）和镶钻西部风501® Curve牛仔裤（售价150美元）——以及另外两套全身牛仔套装，将于8月4日起在 Beyonce.com 发售，8月7日起在 Levi.com 及指定Levi's®门店全球发售。
《 The Denim Cowboy 》将通过全面整合的全球活动推出，覆盖电视、数字平台、社交媒体及户外广告。该活动延续了Levi's®与当代最杰出创意人才合作的传统。Matsoukas与艾美奖获奖摄影师Marcell Rév和知名摄影师Mason Poole联手，捕捉REIIMAGINE活动的视觉精髓，为Levi's ® 丰富的标志性活动史册再添浓墨重彩的一笔。
如需了解更多关于REIIMAGINE活动的信息，请访问 levi.com ，并在Instagram和TikTok上关注@levis。
该活动是与TBWA\Chiat\Day LA和Parkwood Entertainment合作进行创意构思，由de la revolućion/PRETTYBIRD制作。
关于Levi's ® 品牌
Levi's®品牌是经典美式风格与随性酷感的代名词。自1873年由Levi Strauss & Co.发明以来，Levi's®牛仔裤已成为全球最具辨识度的服装之一，俘获了一代又一代人的想象与忠诚。如今，Levi's®品牌组合凭借在服装行业无可比拟的不懈开拓与创新精神持续演进。我们的主打牛仔服饰及配饰销往120多个国家，让全球各地的人们得以表达个性风格。如需了解更多关于Levi's®品牌及其产品和门店的信息，请访问levi.com。
关于Levi Strauss & Co.
® 、Dockers ® 、Levi Strauss Signature™和Beyond Yoga ® 等品牌。其产品通过连锁零售商、百货商店、在线平台及全球约3400家品牌专属门店与店中店销往120多个国家。Levi Strauss & Co. 2024年公布的净营收为64亿美元。如需了解更多信息，请访问 http://levistrauss.com ；如需查阅公司新闻及公告，请访问 http://investors.levistrauss.com 。
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