Beyoncé just saddled up with Levi’s® to make jeans for hips, thighs & Black Girl Magic, and let’s just say the girls are gagging.
On Monday (August 4), the global icon officially unveiled her latest and final campaign with the denim giant: The Denim Cowboy. And if you thought Bey was done making Western wear fashion-forward, think again. This ain’t your granddaddy’s cowboy aesthetic. This is rhinestone-studded, curve-hugging, Black Southern magic.
The campaign film, directed by Grammy-winning Melina Matsoukas, features a re-edited version of Beyoncé’s track “Levii’s Jeans” from her Cowboy Carter album and reimagines those classic Levi’s commercials from the ’80s and ’90s… only now, they come with a heavy dose of high fashion and hot sauce. And yes, there’s a surprise cameo from Justified star Timothy Olyphant that nobody saw coming.
But the biggest star of the show was the denim itself.
The BEYONCÉ X LEVI’S collection breathes fresh life into Levi’s signature pieces, with sparkling rhinestones, intricate lacing, and embroidery that screams rodeo glam. Beyoncé also introduces the new 501 Curve, a reengineered take on the iconic 501 jeans designed specifically with curvier bodies in mind.
There are three distinct denim finishes to shop:
- Western Crystal (for when you want your jeans to walk into a room before you do),
- Laced Up (for that sultry, tied-up drama), and
- Authentic (for keeping it classic—but still cute).
Each piece features a custom BEYONCÉ X LEVI’S leather patch and a double-arcuate stitch.
The campaign film is a creative masterpiece, produced in collaboration with Parkwood Entertainment, TBWA\Chiat\Day LA, and Grammy-winning director Melina Matsoukas. The cinematic clip seamlessly fuses footage from Beyoncé’s previous three campaigns: “The Ice,” “The Heat,” and “The Smoke.” It features a fresh concluding scene that has the BeyHive in a frenzy.
In the final scene, Beyoncé wins a pair of Levi’s jeans after a game of pool at a bar. She then hops on a motorcycle and drives off into the night. This motorcycle has fans speculating that it could be a major hint about her new music and the upcoming Act III of her album trilogy.
The launch of ‘The Denim Cowboy’ comes on the heels of Beyoncé wrapping her colossal Cowboy Carter tour, which shattered several records and became the highest-grossing Country tour of all time.
