Levi Strauss & Co. debuts The Denim Cowboy with Beyoncé
Set to an exclusive edit of the "Levi'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.
Recontextualising 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 crystalised '90s Shrunken Trucker paired with the 501® Curve jeans, a new and ground breaking 501® silhouette designed to celebrate and fit curves without compromising the authentic straight-leg silhouette that makes the 501® so timeless and enduring. Channelling 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 ground breaking 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 centre 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 centre 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 dollars) and the Western Crystal 501® Curve (150 dollars) - 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.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Euronews
6 hours ago
- Euronews
Kazakh vocalist stuns jury, wins big at Portofino's Opera Competition
Kazakh opera singer Aigerim Altynbek won the 11th International Opera Competition CLIP 2025 held in Portofino, Italy. Altynbek swept the competition at the CLIP 2025 opera contest, winning the First Prize, the Female Voice Award, the Emotion Prize and the Carlo Majer Award. 'It was a special experience for me, and I believe that there are even greater heights ahead,' wrote Altynbek on Instagram. 'A huge thank you to everyone who supported me along the way.' Kazakh President Kassym-Jomart Tokayev congratulated Altynbek on her victory, highlighting that it showcased 'Kazakhstan's rich culture to the world and earning recognition from international experts.' 'You have proudly represented our country and its national art on the global stage. I am confident that even greater achievements lie ahead for you,' he said. Une publication partagée par Primocanale (@ The vocalist is no stranger to such competitions, as she previously took top places and awards at various opera competitions. Altynbek was also chosen to intern at the Accademia Teatro alla Scala. In June, she performed duets with renowned opera singers Andrea Bocelli and José Carreras. The CLIP 2025 gathered singers from 50 countries. More than 200 singers applied to take part, but only 92 were invited to perform. Of them, only 10 vocalists reached the finale. Second place in the contest went to South Korean singer Junhyeok Felix Park, third went to Russian Elisaveta Shuvalova, and fourth went to Italy's own Lucia Tumminelli. The Concorso Lirico Internazionale di Portofino (CLIP) is an annual opera competition, which serves as a platform for discovering young talents and connecting singers with opera houses. The jury consists of impresarios, directors and managers of the major European opera houses, including the Vienna State Opera, Teatro alla Scala, Glyndebourne, Metropolitan Opera and Théâtre des Champs-Élysées.
Euronews
8 hours ago
- Euronews
A peek inside Paris' Pompidou Center before its five-year revamp
The Pompidou Center, one of Paris' most radical and beloved cultural institutions, is preparing to shut its doors this autumn for a major five-year renovation. The renovation will see asbestos removed from all facades, major fire safety upgrades, and entire floors reconfigured - including the creation of a new level dedicated to children. Its vast collection of modern and contemporary masterpieces will be dispersed across museums in Paris, throughout France, and beyond. Work is set to begin by the end of 2025, with a grand reopening planned for 2030. The building that broke the rules and caused a scandal With its unconventionally exposed pipes and skeletal escalators crawling across the exterior, the Pompidou was once considered an architectural scandal. Early critics mockingly dubbed it the 'Notre-Dame of the Pipes,' appalled by its defiant break from the orderly elegance of Haussmannian Paris. But over time, the building - designed by then-unknown young architects Renzo Piano and Richard Rogers and opened in 1977 - won over the hearts of the public. Commissioned by and named after President Georges Pompidou - who died before its completion - the building was born from his radical vision: a place where art and life would collide, and where disciplines from painting to performance could coexist under one roof. Today the Pompidou holds more than 120,000 works of modern and contemporary art, featuring iconic pieces by Louise Bourgeois, Frida Kahlo, Joan Miró, Marcel Duchamp, Marc Chagall, and many more. No wonder it's such a hit. In 2024 alone, the centre drew over 3 million visitors, making it one of Paris' most visited institutions - second only to the Louvre (8 million) and the Musée d'Orsay (3.7 million). This year, the institution staged one of its most ambitious and politically resonant shows in recent memory. Titled Paris Noir, the exhibition (which ran until late June) traced the rich, too-often overlooked contributions of Black artists from Africa, the Americas, and the Caribbean who lived in or passed through Paris between 1950 and 2000. With over 150 artists - from Wifredo Lam to Luce Turnier, Beauford Delaney to Agustín Cárdenas - the show was a sweeping and visually powerful re-mapping of post-colonial modernity. Now, the final major show before the Pompidou's shutdown is a sweeping retrospective of German photographer Wolfgang Tillmans. Sprawled across what used to be the public library, the show brings together over three decades of work by the Turner Prize-winning artist, widely regarded as one of the most influential photographers of his generation. Titled Nothing could have prepared us – Everything could have prepared us, the retrospective showcases his wide-ranging approach to image-making across portraiture, still life, architecture, documentary photography, and abstraction. The Wolfgang Tillmans retrospective runs until 22 September 2025.
Fashion Network
4 days ago
- Fashion Network
Levi Strauss & Co. debuts The Denim Cowboy with Beyoncé
The Levi's® brand, in collaboration with global icon Beyoncé, today debuted The Denim Cowboy, the final instalment 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 centred 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. Set to an exclusive edit of the "Levi'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. Recontextualising 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 crystalised '90s Shrunken Trucker paired with the 501® Curve jeans, a new and ground breaking 501® silhouette designed to celebrate and fit curves without compromising the authentic straight-leg silhouette that makes the 501® so timeless and enduring. Channelling 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 ground breaking 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 centre 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 centre 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 dollars) and the Western Crystal 501® Curve (150 dollars) - along with two other head-to-toe denim sets will be available starting August 4th on and globally August 7th on 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.
