Beyoncé was not the only icon flexing their Western heritage during her Netflix’s NFL Christmas Day halftime show. Levi’s also took to the Cowboy Carter stage.
On Friday, the denim brand confirmed on social media that it custom-made several looks for the 13-minute Beyoncé Bowl performance, including studded jeans and Trucker jackets worn by dancers. Levi’s posted several photos from the show with the caption, “Icon meets iconic. Custom Levi’s denim – Houston, we have a vibe.”
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The brand also benefited from Beyoncé and Post Malone performing their flirty duet “Levii’s Jeans” alongside a denim-clad pickup truck.
Levi’s Instagram caption is a call back to “Reiimagine,” the brand’s campaign launched in September starring Beyoncé that reinterprets several of Levi’s iconic looks and advertisements.
After the show, Levi’s took to social media, posting an Instagram Story with the caption “We watch football for the fashion. Get the halftime look.” The story linked to an all-white denim edit consisting of an ecru Western shirt, Trucker jacket, 501 jeans and more.
Netflix reported that 27 million people in the U.S. tuned into the epic performance infused with references to Black cowboy culture. The show has dominated global social conversation. #BeyonceBowl rocketed to the No. 1 worldwide trend on X immediately as her performance kicked off, replacing #Christmas. On Friday, Netflix released the performance as a standalone special.
The show featured looks from several designers including Lindsey James Show Clothing, Akira, Stetson, Frolov, Christian Louboutin and Roberto Cavalli.
