Beyoncé doesn’t just wear denim—she redefines it. In the dazzling finale of Levi’s year-long REIIMAGINE campaign, Queen Bey returns with a cinematic mic drop: The Denim Cowboy.
A Western fantasy filtered through an ’80s nostalgia lens and dipped in 2025 sparkle, it’s everything we’ve come to expect from pop culture’s reigning monarch—and more.
The short film, directed by Grammy-winner Melina Matsoukas, is pure Yeehaw-meets-Y2K energy, stitched together from past campaign chapters (“Launderette,” “Pool Hall,” “Refrigerator”) and elevated by an exclusive cut of “Levii’s Jeans,” the standout slow burner from Beyoncé’s Cowboy Carter album. Soundtrack? On point. Styling? Game-changing.
Decked in crystal-encrusted denim from head to toe, Beyoncé debuts the BEYONCÉ x LEVI’S® capsule with the confidence of a headliner at a desert rave. The Western Crystal ‘90s Shrunken Trucker Jacket (£195) paired with the curve-loving, reengineered 501® Curve Jeans (£115) brings main-character energy with every sequin-studded step. It’s a love letter to vintage Americana, remixed through Beyoncé’s glitter-dusted lens.
The capsule includes two full denim sets that blur the line between utility and show-stopper—perfect for anyone planning to headline their own summer story, be it at Carnival, a festival, or strutting through Soho like it’s a runway.
Where to shop it: Available now on Beyoncé.com and launching globally on Wednesday 7th August at Levi.com and select Levi’s® stores.
Let’s just say this: if denim was waiting for its pop culture glow-up, Beyoncé didn’t just deliver—she bedazzled it.
