Levi’s launches Beyoncé denim collection

Levi’s has teamed up with Beyoncé on a collection that reimagines ‘timeless classics with bold details’ like lacing and rhinestones.

Items in the collection feature custom Beyoncé x Levi’s leather patches and a double arcuate stitched on the back pockets. The Western Crystal ’90s Shrunken Trucker and Western Crystal 501 Curve jeans are cited as the collection’s statement pieces, with the new 501silhouette designed to ‘celebrate and fit curves without compromising the authentic straight-leg silhouette’.

To mark the launch, a video – titled ‘The Denim Cowboy’ – has been released that sees Beyoncé star in riffs on classic Levi’s ads from the 80s and 90s.

“The 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’s® history that continues to reaffirm the brand’s place at the center of culture,” said Kenny Mitchell, Global Chief Marketing Officer of the Levi’s brand at Levi Strauss & Co.

Check out the video below, or the collection over at: https://www.levi.com/GB/en_GB/live-in-levis/c/liveinlevis