Beyoncé’s latest campaign with Levi’s features a contemporary twist on a classic 1991 ad, showcasing her style and the cultural significance of denim.
Beyoncé has unveiled her latest campaign with Levi’s, continuing her collaboration with the iconic American denim brand. In a newly released 15-second advertisement titled ‘Chapter 2: Pool Hall’, the 43-year-old singer reinvents the classic Levi’s Pool Hall ad from 1991, which featured a young man wagering his jeans during a pool game. This contemporary version features Beyoncé engaging in a game of pool in a dive bar setting, where she faces off against actor Timothy Olyphant, known for his role in the Western-drama series “Justified.”
The advertisement showcases Beyoncé in a striking denim-on-denim ensemble, featuring a bedazzled denim jacket paired with matching Levi’s jeans and bold statement earrings. Her platinum blonde hair is styled in voluminous curls, complementing her glamorous appearance. The ad is underscored by her song ‘Levii’s Jeans,’ featuring Post Malone, which enhances the thematic elements of the campaign.
On her Instagram account, Beyoncé shared the ad with the caption, “iin my jeans.” This campaign continues the ‘Reiimagine’ series initiated after the release of her album “Cowboy Carter.” Beyoncé’s current offering follows her earlier campaign for Levi’s, released in September, which honored an iconic 1985 advertisement featuring Nick Kamen. The first ad, named ‘Chapter 1: Launderette,’ depicted her in a laundromat surrounded by diamonds while showcasing her signature Levi’s jeans.
While the specific bedazzled items worn by Beyoncé in the latest ad are not available for purchase, the current Levi’s collection includes a variety of denim offerings, such as jackets, vests, and jeans. Other promotional materials released by Levi’s showcase Beyoncé in a denim trench coat ($198), a braided vest ($80), and wide-leg jeans ($98), capturing her unique style and reinvention of classic American fashion.
In a press release, Beyoncé expressed her pride in collaborating with Levi’s, stating, “My song Levii’s Jeans celebrates what I believe is the ultimate Americana uniform — something we all wear with pride.” She emphasized the significance of the campaign, which aims to celebrate the iconic female perspective in denim fashion, noting, “Denim on denim has often been seen through a male lens.”
This renewed partnership has positively impacted Levi Strauss & Co., with the company reporting a 20% increase in its stock price, a surge in store foot traffic, and additional revenue following Beyoncé’s promotional initiatives. Michelle Gass, Levi’s CEO, noted in a recent earnings call, “We launched our breakthrough campaign with global icon Beyoncé, reaffirming Levi’s place at the center of culture.”
In addition to her fashion endeavors, Beyoncé’s album “Cowboy Carter” garnered critical acclaim, winning her the Best Country Album award at the recent Grammy Awards. This victory marked her first win in this category, amidst a notable competition including artists such as Chris Stapleton and Kacey Musgraves.
Alongside her professional accomplishments, Beyoncé recently made headlines for her personal life as well. A lawsuit against her husband, Jay-Z, concerning allegations from a 2000 MTV Video Music Awards party was dismissed. Sources indicate that Beyoncé is experiencing a sense of relief following the dismissal of the case, which reportedly weighed heavily on her and their family.
The couple, who share three children—daughter Blue Ivy and twins Rumi and Sir—are reportedly moving forward positively, with Beyoncé’s busy schedule including the upcoming Cowboy Carter tour set to commence on April 18 in Inglewood, California, and conclude on July 14, 2025, in Atlanta, Georgia.
Source: Noah Wire Services
