Beyoncé has teamed up with Levi’s for a bold new capsule titled the BEYONCÉ X LEVI’S denim collection, revealed alongside The Denim Cowboy, the final campaign film in the brand’s year-long REIIMAGINE series. The film reimagines classic Levi’s advertisements from the 1980s and 1990s through Beyoncé’s creative lens. It features a re-edited version of her track Levii’s Jeans from the Cowboy Carter album, giving the campaign a deeply personal tone.
The collection itself fuses glamour and tradition, using rhinestones, lacing, and embroidery to reinvent signature Levi’s silhouettes. Pieces like the 501 jeans and the ’90s Shrunken Trucker jacket receive a distinctive update. Most notably, the line introduces the all-new “501 Curve”, a fit tailored specifically for curvier body types.
Craftsmanship Meets Statement Style
Offered in three finishes—Western Crystal, Laced Up, and Authentic—each piece makes a strong impression while staying rooted in denim heritage. All designs feature custom BEYONCÉ X LEVI’S leather patches and, for the first time ever, a double arcuate stitch on the back pockets. This unique touch reinforces the collaboration’s blend of personal identity and classic Americana.
The campaign was developed in collaboration with Parkwood Entertainment, TBWA\Chiat\Day LA, and Grammy-winning director Melina Matsoukas. A surprise cameo by actor Timothy Olyphant adds an unexpected pop-culture twist. Kenny Mitchell, Levi’s Global Chief Marketing Officer, commented, “This collaboration marks a new, iconic chapter in Levi’s history.”
Availability and Launch Timeline
The BEYONCÉ X LEVI’S collection is currently available through Beyoncé’s official website. It will launch globally via Levi’s website and retail stores starting August 7, 2025. With its mix of nostalgic inspiration and contemporary appeal, the line stands as a confident statement from two cultural icons.