Beyoncé and Levi's ® Launch The Denim Cowboy
'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."
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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.
Recontextualizing the previous chapters and unveiling new details, The Denim Cowboy reveals that Beyoncé's winning prize from the pool game is none other than the local shark's 501® jeans, played by award-winning actor, Timothy Olyphant (Justified, Deadwood). 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 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.'
The partnership reached a dazzling crescendo during Beyoncé's final performances of COWBOY CARTER TOUR in Las Vegas where the icon's entire dance crew lit up the stage in the shimmering new pieces from the BEYONCÉ X LEVI'S® denim collection - looks inspired by the bold spirit of the ongoing REIIMAGINE campaign.
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 4th on Beyonce.com and globally August 7th on Levi.com and select Levi's® stores.
The Denim Cowboy launches with a fully integrated global campaign, including television, digital, social media, and out-of-home. The campaign maintains the Levi's® tradition of working with the most celebrated creative talents of our time. Matsoukas collaborated with Emmy Award-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole to capture the visual essence of the REIIMAGINE campaign, adding another layer to the rich tapestry of iconic Levi's ® campaigns.
For more information on the REIIMAGINE campaign, visit levi.com and follow @levis on Instagram and TikTok.
The campaign was conceived in creative partnership with TBWA\Chiat\Day LA and Parkwood Entertainment and produced by de la revolućion/PRETTYBIRD.
About the Levi's ® brand
The Levi's® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi's® jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi's® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading denim and accessories are available in more than 120 countries, allowing individuals around the world to express their personal style. For more information about the Levi's® brand, its products and stores, please visit levi.com.
Levi Strauss & Co. is one of the world's largest brand-name apparel companies and a global leader in denim. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's ®, Dockers ®, Levi Strauss Signature™ and Beyond Yoga ® brands. Its products are sold in more than 120 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,400 brand-dedicated stores and shop-in-shops. Levi Strauss & Co.'s reported 2024 net revenues were $6.4 billion. For more information, go to http://levistrauss.com, and for company news and announcements go to http://investors.levistrauss.com.
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