Beyonce Releases Chapter 4 “The Denim Cowboy" With Levi's Campaign

Beyoncé is closing out her act ii/country era with “The Denim Cowboy,” her fourth and final Levi’s Jeans campaign. Wrapping up their year-long partnership, the 90-second commercial ties together the first three chapters, “revealing the campaign as the creation of a new narrative centered on empowerment and rewriting the rules,” per Levi’s. The “YA YA” singer is seen wearing pieces from her BEYONCÉ x LEVI’S® denim collection that serve as the film’s “uniform” and “cornerstone of [this] partnership. ’The Denim Cowboy‘ marks the culmination of the groundbreaking Levi’s® REIIMAGINE campaign, the final celebration of a partnership that has explored reinvention and reinterpretation at every turn,” said Kenny Mitchell, global chief marketing officer of the Levi’s® brand at Levi Strauss & Co, in a statement. “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.” Directed by Melina Matsoukas, “The Denim Cowboy” commercial continued its usage of an exclusive edit of Bey’s “LEVII’S JEANS” and included “new scenes and extended cuts” from the other three films: “Launderette,” “Pool Hall” and “Refrigerator”  all of which were inspired by Levi’s ads from the ’80s and ’90s. The BEYONCÉ X LEVI’S® denim collection including the Western Crystal ‘90s Shrunken Trucker ($250) and the Western Crystal 501® Curve ($150) along with two other head-to-toe denim sets is currently available on Beyoncé’s official website.

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