Beyoncé and Levi’s Team Up for Bold New Denim Collection

Summary

• Beyoncé debuts the BEYONCÉ X LEVI’S denim collection via a campaign film titled The Denim Cowboy
• The collection reimagines Levi’s classics with rhinestones, lacing and a new 501 Curve silhouette
• Available now via Beyoncé’s official site; launching on Levi’s site and stores August 7, 2025

Beyoncé and Levi’s have officially launched the BEYONCÉ X LEVI’S denim collection, debuting alongside The Denim Cowboy, the final campaign film in the year-long Levi’s REIIMAGINE series. The film, set to a re-edited version of Beyoncé’s Levii’s Jeans from her Cowboy Carter album, reimagines classic Levi’s ads from the ‘80s and ‘90s through Beyoncé’s lens. Styled with rhinestones, lacing and embroidery, the new collection transforms signature Levi’s silhouettes like the 501 and the ‘90s Shrunken Trucker. Notably, the “501 Curve” is introduced as a new fit designed specifically for curvier bodies.

Three distinct finishes—Western Crystal, Laced Up and Authentic—offer statement-making options that mix glamor and heritage, each marked by custom BEYONCÉ X LEVI’S leather patches and a first-ever double arcuate stitch. The collection is available now via Beyoncé’s official site and set to hit Levi’s stores and site on August 7. The campaign was produced in collaboration with Parkwood Entertainment, TBWA\Chiat\Day LA and Grammy-winning director Melina Matsoukas, with a surprise cameo from actor Timothy Olyphant. Global Chief Marketing Officer Kenny Mitchell called the collab “a new, iconic chapter in Levi’s history.”

Take a closer look at the collaboration in the short film by Levi’s below.