Beyoncé Channels 'Cowboy Carter' in New Levi’s Campaign
The artist teamed up with the denim brand again, after their 2024 "Launderette" campaign, to remake an ad from 1991.
Beyoncé and Levi’s are back and better with their newest collaboration. The denim brand unveiled “Pool Hall,” the second installment of the Reiimagine campaign that celebrates Levi’s heritage and Beyoncé’s style and influence.
In “Pool Hall,” Beyoncé steps up to a billiards match against actor Timothy Olyphant, where her denim-on-denim attire keeps her calm, cool, and collected. The campaign was inspired by a 1991 Levi's ad of the same name. The new ad highlights contemporary denim pieces, including the Braided Vest, Ribcage Wide Leg jeans, and the Spade Trench, each designed with unique embellishments and channeling a bit of Cowboy Carter.
“There isn’t another wardrobe piece that evokes comfort, modern elegance, classic Americana attire, and nostalgia the way denim does,” Beyoncé said in a press release. The 35-time Grammy winner collaborated with Levi's in September 2024 to recreate the brand’s 1985 “Launderette” commercial.
Directed by Grammy-winning filmmaker Melina Matsoukas, the latest campaign video reimagines the 1991 Levi’s ad of the same title, putting a spin on the iconic denim-on-denim aesthetic. Visuals were brought to life by Emmy Award-winning cinematographer Marcell Rév and photographer Mason Poole to capture the essence of the campaign. 
“For the second chapter in our collaboration, we had even more fun reimagining the denim-on-denim narrative through the lens of a woman who is sexy, bold, and a fierce competitor all at once," Beyoncé continued.
"Pool Hall" launched on Monday, inviting denim lovers and the Beyhive alike to try it out for themselves. The corresponding collection is available to shop on Levi.com. Watch the campaign video below.
