Beyoncé and Levi's Partner on an Impressive New Denim Collection

The collection reimagines Levi's classics through the incorporation of rhinestones, lacing, and an innovative 501 Curve silhouette.

Image: Levi's

Beyoncé and Levi's have officially unveiled the BEYONCÉ X LEVI'S denim collection, which premiered with The Denim Cowboy, the concluding campaign film in the year-long Levi's REIIMAGINE series. The film, accompanied by a re-edited rendition of Beyoncé’s Levii’s Jeans from the Cowboy Carter album, reinterprets iconic Levi’s advertisements from the 1980s and 1990s from Beyoncé’s perspective. The new line, adorned with rhinestones, lacing, and embroidery, reinterprets iconic Levi’s styles such as the 501 and the ‘90s Shrunken Trucker. The "501 Curve" is presented as a novel fit tailored exclusively for curvier physiques.

Image: Levi's

Image: Levi's

Three unique finishes—Western Crystal, Laced Up, and Authentic—provide striking choices that blend glamour and tradition, each distinguished by bespoke BEYONCÉ X LEVI’S leather patches and an unprecedented double arcuate stitch. The collection is currently accessible on Beyoncé’s official website and is scheduled to launch in Levi’s stores and online on August 7. The ad was created in partnership with Parkwood Entertainment, TBWA\Chiat\Day LA, and Grammy-winning director Melina Matsoukas, featuring a surprise appearance by actor Timothy Olyphant. Kenny Mitchell, Global Chief Marketing Officer, described the collaboration as “a new, iconic chapter in Levi’s history.”

(Examine the partnership featured in the short film by Levi's above)