Levi’s, Beyoncé Drop “The Denim Cowboy” Finale In Dazzling Campaign Wrap-up

KUALA LUMPUR, Aug 6 (Bernama) — Levi’s and Beyoncé have unveiled The Denim Cowboy, the cinematic conclusion to their year-long REIIMAGINE campaign, redefining denim and rewriting the rules of cultural storytelling.

Directed by Grammy-winner Melina Matsoukas and set to a reworked track from Beyoncé’s Cowboy Carter album, the 90-second film unites three earlier shorts—Launderette, Pool Hall, and Refrigerator—into a stylish Western saga of empowerment and reinvention.

In a star turn, Beyoncé outplays Timothy Olyphant in a pool game to win his prized 501 jeans, setting the stage for the debut of the bold Western Crystal ’90s Shrunken Trucker jacket and Curve 501 jeans—standout pieces from the new BEYONCÉ X LEVI’S collection.

Levi Strauss & Co Global Chief Marketing Officer of the Levi’s brand, Kenny Mitchell said this final chapter celebrates a partnership built on putting women at the centre of the story, calling the campaign a milestone moment for the brand.

Beyoncé’s Vegas tour finale amplified the launch as her dancers lit up the stage in shimmering custom Levi’s denim—mirroring the bold energy of the campaign, according to a statement.

The capsule collection, including two head-turning full-denim looks, drops Aug 4 on Beyonce.com and Aug 7 on Levi.com and select Levi’s stores.

Shot by Emmy-winning cinematographer Marcell Rév and photographer Mason Poole, The Denim Cowboy fuses retro Americana with modern iconography, reinforcing Levi’s place at the heart of culture.

The campaign was created in collaboration with TBWA\Chiat\Day LA and Parkwood Entertainment and produced by de la revolućion/PRETTYBIRD.

— BERNAMA

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