Levi’s unveiled The Denim Cowboy today, the final release in its year-long REIIMAGINE campaign. The short film ties together three previous chapters: Launderette, Pool Hall, and Refrigerator, by reframing archival references into a contemporary visual story. The project builds on Levi’s collaboration with Beyoncé and introduces pieces from the BEYONCÉ x LEVI’S denim collection.
The 90-second film revisits iconic ads from the 1980s and 1990s through new scenes and extended edits. Director Melina Matsoukas returns to helm this closing chapter, reinforcing the cinematic approach Levi’s has used throughout the campaign. The film features Beyoncé and draws on imagery first introduced in earlier segments, fusing them with updated styling and a new soundtrack edit.
Set to a version of “Levii’s Jeans” from Beyoncé’s Cowboy Carter album, the video features pieces from the BEYONCÉ x LEVI’S capsule, including two looks that serve as the collection’s focus. Beyoncé wears the Western Crystal ‘90s Shrunken Trucker and the Western Crystal 501® Curve jeans. These items reflect a shift in the design direction of the 501®, introducing a curved fit while retaining the straight-leg shape that has defined the silhouette.
The Western Crystal ‘90s Shrunken Trucker jacket features crystallized detailing on a cropped silhouette, bringing new proportions to a classic denim layer. Paired with the 501® Curve jeans, which update Levi’s original fit through a re-engineered shape tailored for curves, the look stands out as a cohesive statement. The full collection also includes two additional denim sets that reflect the same point of view on cut and construction.
Levi’s Global Chief Marketing Officer Kenny Mitchell describes the campaign as a turning point for the brand. He explains that REIIMAGINE placed women at the center of Levi’s current visual identity while creating a larger-scale collaboration model. Each of the four short films builds on this direction, and The Denim Cowboy brings the effort to its final frame.
The BEYONCÉ x LEVI’S denim capsule launches August 4 on Beyoncé.com. Levi.com and select Levi’s stores will carry the collection starting August 7. Prices range from $150 for the 501® Curve jeans to $250 for the Shrunken Trucker jacket.
