Levi's partners Beyoncé to empower women through denim

Levi’s has partnered with global icon Beyoncé to unveil the final instalment of its year-long “REIIMAGINE” campaign.

Also known as The Denim Cowboy, the film weaves together the three previous chapters, revealing the campaign as more than a reinterpretation of iconic Levi's advertisements - it is the creation of a new narrative centred on empowerment and rewriting the rules.

Shown throughout The Denim Cowboy are Levi’s icons and hero pieces from the new Beyoncé x Levi's denim collection that serve as the film’s uniform and latest cornerstone of the partnership with Beyoncé, highlighting the brand’s denim lifestyle leadership.

Set to an exclusive edit of the “Levi’s Jeans” soundtrack, Cowboy Carter, the 90-second film includes new scenes and extended cuts from the previously released Launderette, Pool Hall and Refrigerator films – all inspired by classic Levi’s advertisements from the ‘80s and ‘90s. Once again, the Levi’s brand partnered with American music video director Melina Matsoukas to bring this vision to life.

“The denim cowboy marks the culmination of the ground-breaking Levi’s REIIMAGINE campaign, marking the final celebration of a partnership that has explored reinvention and reinterpretation at every turn,” Kenny Mitchell, global CMO at Levi’s, said.

“The campaign represents a new level and scale of collaboration that has put women at the centre of the narrative, and set in motion a new, iconic chapter in Levi’s history that continues to reaffirm the brand’s place at the centre of culture," he added.

The Denim Cowboy launches with a fully integrated global campaign, including television, digital, social media, and out-of-home.

Don't miss: Levi's partners Beyoncé for global campaign celebrating legacy of the brand

This comes after Levi’s initially dropped the REIIMAGINE campaign last September. Drawing inspiration from Beyoncé’s innovative approach to art, culture and storytelling, the campaign reimagines classic Levi’s looks and films. In a series of chapters, the new campaign reinterprets several of the Levi’s brand’s most iconic advertisements, bringing them into the modern era through the transformative vision of filmmaker Melina Matsoukas.

The first film - inspired by Launderette, the 1985 ad that famously reignited I Heard It Through the Grapevine on the Billboard charts - places Beyoncé centre stage and celebrates the Levi’s brand’s heritage as a canvas for self-expression, worn by changemakers and icons alike.

The second film, titled Pool Hall, captures Beyoncé defying expectations as she takes on a local shark, played by Timothy Olyphant, in a high-stakes game of pool. Celebrating Levi’s products as modern style staples that continue to evolve, the new chapter embraces bold interpretations and encourages wearers to make them their own.

Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future.

Related articles:

Levi's eyes new stores in East APAC, D2C a main growth priority
Levi's gets new brand leadership