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\tThe Levi\u2019s brand, in collaboration with global icon Beyonc\u00e9, debuted The Denim Cowboy, the final installment of the year-long Levi\u2019s REIIMAGINE campaign. The film weaves together the three previous chapters, revealing the campaign as more than a reinterpretation of iconic Levi’s advertisements – it is the creation of a new narrative centered on empowerment and rewriting the rules. Shown throughout The Denim Cowboy are Levi\u2019s icons and hero pieces from the new BEYONC\u00c9 x LEVI\u2019S denim collection that serve as the film\u2019s uniform and latest cornerstone of the partnership with Beyonc\u00e9, highlighting the brand\u2019s denim lifestyle leadership.<\/p>\n
\tSet to an exclusive edit of the \u201cLevii\u2019s Jeans\u201d soundtrack from the Grammy Award-winning album, Cowboy Carter, the 90-second film includes new scenes and extended cuts from the previously released Launderette, Pool Hall and Refrigerator films \u2013 all inspired by classic Levi\u2019s advertisements from the \u201880s and \u201890s. Once again, the Levi\u2019s brand partnered with Grammy Award-winning director Melina Matsoukas to bring this vision to life.<\/p>\n
\tRecontextualizing the previous chapters and unveiling new details, The Denim Cowboy reveals that Beyonc\u00e9\u2019s winning prize from the pool game is none other than the local shark\u2019s 501 jeans, played by award-winning actor, Timothy Olyphant (Justified, Deadwood). Beyonc\u00e9 stuns in a crystalized \u201890s Shrunken Trucker paired with the 501 Curve jeans, a new and groundbreaking 501 silhouette designed to celebrate and fit curves without compromising the authentic straight-leg silhouette that makes the 501 so timeless and enduring. Channeling the bold glamour first unveiled in Pool Hall, the Western Crystal \u201990s Shrunken Trucker and Western Crystal 501 Curve jeans emerge as the standout statement pieces of the BEYONC\u00c9 X LEVI\u2019S denim collection.<\/p>\n
\t\u201cThe Denim Cowboy marks the culmination of the groundbreaking Levi\u2019s REIIMAGINE campaign, marking the final celebration of a partnership that has explored reinvention and reinterpretation at every turn,\u201d said Kenny Mitchell, Global Chief Marketing Officer of the Levi\u2019s brand at Levi Strauss & Co.<\/i><\/b> \u201cThe campaign represents a new level and scale of collaboration that has put women at the center of the narrative, and set in motion a new, iconic chapter in Levi\u2019s history that continues to reaffirm the brand\u2019s place at the center of culture.\u201d<\/p>\n
\tThe partnership reached a dazzling crescendo during Beyonc\u00e9’s final performances of COWBOY CARTER TOUR in Las Vegas where the icon\u2019s entire dance crew lit up the stage in the shimmering new pieces from the BEYONC\u00c9 X LEVI\u2019S denim collection – looks inspired by the bold spirit of the ongoing REIIMAGINE campaign.<\/p>\n
\tThe BEYONC\u00c9 X LEVI\u2019S denim collection \u2013 including the Western Crystal \u201890s Shrunken Trucker ($250) and the Western Crystal 501 Curve ($150) \u2013 along with two other head-to-toe denim sets will be available starting August 4th<\/sup>.<\/p>\n \tThe Denim Cowboy launches with a fully integrated global campaign, including television, digital, social media, and out-of-home. The campaign maintains the Levi\u2019s tradition of working with the most celebrated creative talents of our time. Matsoukas collaborated with Emmy Award-winning cinematographer Marcell R\u00e9v and acclaimed photographer Mason Poole to capture the visual essence of the REIIMAGINE campaign, adding another layer to the rich tapestry of iconic Levi\u2019s campaigns.<\/p>\n Levi’s and Beyonc\u00e9 have previewed their new denim collaboration, the Beyonc\u00e9 X Levi’s collection, during the finale of the Cowboy Carter Tour in Las Vegas.
<\/p>\n Fibre2Fashion News Desk (HU)<\/p>\n
\n <\/p><\/div>\n\tNote: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.<\/h6>\n
\nThe standout pieces\u2014Western Crystal ’90s Shrunken Trucker and Western Crystal 501 Curve jeans \u2014were worn by Beyonc\u00e9 and her dancers on stage, showcasing the bold spirit of the Reiimagine campaign.<\/p>\n