Denim with Attitude: Beyonce and Levi's Create a Collection That Speaks Louder Than Words

Ready for a new denim era? Because Beyoncé just did it again — bold, loud, and in a way only she can. Teaming up with the legendary Levi’s, she’s launched a collection that doesn’t just reimagine jeans — it turns them into a statement of strength, femininity, and Wild West glam, Beyoncé-style.

Ready for a new denim era? Because Beyoncé just did it again — bold, loud, and in a way only she can. Teaming up with the legendary Levi’s, she’s launched a collection that doesn’t just reimagine jeans — it turns them into a statement of strength, femininity, and Wild West glam, Beyoncé-style.

Welcome to BEYONCÉ X LEVI’S — a collaboration where classic denim meets rhinestones, lace, and an entirely new silhouette.

The collection debuted in a short campaign film titled The Denim Cowboy, the final chapter of Levi’s year-long REIIMAGINE project. The concept is simple: take the iconic Levi’s ads from the ’80s and ’90s and bring them back to life — through Beyoncé’s lens.

Everything is done in true Beyoncé fashion: sparkling rhinestones, daring lacing, intricate embroidery, and her signature flair. A standout piece is the new 501 Curve, designed specifically with curvy figures in mind — because beauty isn’t always a straight line.

The collection comes in three striking finishes:

Western Crystal – the shine of a country diva
Laced Up – bold and playful
Authentic – when classic speaks for itself
Each piece features an exclusive BEYONCÉ X LEVI’S leather patch and, for the first time in Levi’s history, a double arcuate stitch. Yes, this is the moment denim becomes a true object of desire.

The collection is already available on Beyoncé’s official website and will launch in Levi’s stores and online on August 7. The campaign was created in collaboration with Parkwood Entertainment, TBWA\Chiat\Day LA, and Grammy-winning director Melina Matsoukas (yes, the one behind Formation), with a surprise cameo by actor Timothy Olyphant.

Kenny Mitchell, Levi’s Global Chief Marketing Officer, called the collab “a new, iconic chapter in the brand’s history.”