The latest chapter of Levi’s collaboration with Beyoncé, titled ‘Pool Hall,’ showcases innovative fashion while celebrating the brand’s legacy and modern expression.
The Levi’s® brand, in collaboration with global music icon Beyoncé, has unveiled “Pool Hall,” the second chapter of its REIIMAGINE campaign, celebrating both the storied legacy of the Levi’s® brand and Beyoncé’s innovative artistic vision. The launch took place in San Francisco and marks a significant progression from the initial chapter, “Launderette,” which reinterpreted a classic advertisement from 1985.
“Pool Hall” pays homage to a well-known Levi’s® advertisement from 1991 and features Beyoncé in a modern, denim-on-denim ensemble, showcasing the brand’s timeless versatility. The project was directed by Grammy Award-winning filmmaker Melina Matsoukas and produced by TBWAChiatDay LA in partnership with de la revolu?ion/PRETTYBIRD.
In the new film, which was released on Monday, Beyoncé competes against local pool shark Timothy Olyphant in a high-stakes game, reflecting the campaign’s theme of empowering personal expression through fashion. The film highlights notable Levi’s® pieces, such as the Ribcage Wide Leg jeans, Braided Vest, and Spade Trench, styled with bespoke embellishments to reinforce the campaign’s focus on individuality and reinvention.
In her commentary on the campaign, Beyoncé stated, “There isn’t another wardrobe piece that evokes comfort, modern elegance, classic Americana attire, and nostalgia the way denim does. And when I think of all those things, I think of Levi’s.” She elaborated on the theme of the second chapter, noting, “For the second chapter in our collaboration, we had even more fun in reimagining the denim-on-denim narrative, through the lens of a woman who can be sexy, bold and a fierce competitor, all at once. We wanted to celebrate the duality of grace and power.”
Kenny Mitchell, the global chief marketing officer of Levi’s®, praised the campaign’s blend of history and modernity, stating, “Levi’s® has always built on its rich denim history, reinterpreting it in new cultural moments and proving that reinvention is at its core. ‘Pool Hall’ honors our heritage while breaking new ground, giving fans a chance to personalize their Levi’s® and express their unique style.”
The launch of “Pool Hall” is complemented by a comprehensive global campaign that encompasses television, digital platforms, social media, out-of-home advertising, and various brand activations. The partnership also encourages consumers to engage with Levi’s® on social media, featuring style content from global creators promoting personal expression.
This collaboration comes during a period of positive financial performance for Levi Strauss & Co. Michelle Gass, the company’s CEO, noted that the partnership with Beyoncé is perhaps the most significant in the brand’s history. “The Beyoncé effect is giving a lift to our business and contributed to our strong fourth-quarter results,” Gass said. She highlighted a notable 12 percent increase in revenue for the quarter ending December 1, amounting to $1.8 billion, with an organic growth of 8 percent.
“Pool Hall” and the broader REIIMAGINE campaign are part of Levi’s® ongoing strategy to leverage its heritage while adapting to modern cultural currents, ensuring that the brand continues to resonate with new generations. For those interested, further details about the campaign can be found at levi.com/liveinlevis, and the full film is available on YouTube.
Source: Noah Wire Services
