Beyoncé Knowles-Carter and Levi Strauss & Co. are wrapping up their yearlong partnership by bringing together all the denim history they’ve been mining — and offering some merch, too.
The jeans brand dug deep into its formidable archive to remake some of its famous TV ads from the ’80s and ’90s with Beyoncé, who stripped off her Levi’s in “Launderette,” beat a hustler in “Pool Hall” and cooled off her denim shirt in “Refrigerator.”
The short videos each recontextualized the original ad spots, putting Beyoncé and the brand’s women’s offering front and center.
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Now consumers can buy looks from the Beyoncé x Levi’s collection, some of which were featured in the campaign. The collaboration includes the Western Crystal ‘90s Shrunken Trucker jacket, retailing for $250, the Western Crystal 501 Curve jeans ($150) and two other head-to-toe denim sets, which will be available now on beyonce.com and globally on Thursday, through levi.com and some of the brand’s stores.
It was a well-timed partnership that came together after Beyoncé dropped “Cowboy Carter,” which featured the song “Levii’s Jeans,” and lasted through a denim-heavy phase for the singer, who was out promoting the album with an international tour this year.
The Reiimagine campaign is pulling it all together, weaving the earlier videos into a new narrative that the brand said is “centered on empowerment and rewriting the rules.” The 90-second spot, “The Denim Cowboy,” includes fresh scenes and extended cuts from the first three chapters, showing how the prize Beyoncé wins at the pool table is the local shark’s 501 jeans.
“At the heart of the campaign is the fact that Levi’s has served as what we like to call this uniform for progress,” said Kenny Mitchell, Levi’s global chief marketing officer, in an interview. “We’ve long outfitted people in the world who are changemakers, who are icons and who are originals.”
And when the brand linked with Beyoncé it was also careful to align the campaign with its broader corporate goals.
“This collaboration is anchored in our long-term strategic focuses,” Mitchell said. “So being brand led and how do we keep the brand at the center of culture, this is something that’s helping to do that. Each one of our stories have been this head-to-toe [denim] storytelling, winning with women, which is a big priority as with our business. And then being B2C first — we activated and we’ll activate this chapter four in a pretty globally commercially coordinated way, both in our retail stores as well as in our e-com business.”
That alignment worked well, for instance, when three of the looks featured in chapter two rank as the brand’s top sellers in Europe.
Now, Levi’s, coming off a year with Beyoncé, might be its own toughest act to follow.
Mitchell said the brand would stay in the spirit of “music and storytelling from a talent perspective” and that some sports tie-ins could be in its future.
“What we know for 2026 is what’s going to be high on the culture radar is the world of sports,” he said. “We have the privilege for 2026 to both host the Super Bowl at Levi’s Stadium as well as have a leg of the World Cup. That’ll at least be a component of our strategy as we talk about being in the center culture.”