Beyonce is turning up the heat as she recreates another iconic Levi's ad. The 43 year old Texas Hold 'Em singer recently unveiled her second campaign for the legendary American clothing brand, where she can be seen donning a stunning denim-on-denim ensemble while playing pool in a dive bar.
This is Beyonce's modern take on Levi's 1991 Pool Hall ad, where a young man gambles his jeans on a game of pool. In the 15-second video, she competes and triumphs over actor Timothy Olyphant, 56, known for his role in the Western-drama series Justified. The superstar enters the bar wearing a dazzling denim jacket, matching Levi's jeans, and statement earrings, her short platinum blonde hair styled into voluminous curls and her makeup looking flawless.
The ad, titled 'Chapter 2: Pool Hall', is set to her Cowboy Carter hit 'Levii's Jeans' featuring Post Malone. "iin my jeans", she captioned the post promoting the new ad on her Instagram. Chapter 2: Pool Hall continues Beyonce and Levi's 'Reiimagine' campaign, which kicked off after her Cowboy Carter album.
Interestingly, Beyonce's rhinestoned look isn't available for purchase. However, the collection boasts a wide range of denim items, including jeans, jackets, vests, and more. Other promotional images released by the brand earlier this week show the singer modelling a denim trench coat (£198), a braided vest (£80) and wide-leg jeans (£98). In her first ad for the brand, launched in September, Beyonce paid tribute to a legendary Eighties advert as she flashed her.
Beyonce has stripped down to her underwear for a 30-second advert, titled Chapter 1: Launderette. The ad is a modern take on Nick Kamen's iconic 1985 Levis 501 advert. In Beyonce's version, she can be seen heading into a laundromat with a bucket of diamonds, wearing a $98 pair of Levi's Premium 501 90S Women's Jeans. Twin girls are spotted in the laundrette as the singer flaunts her 5ft6in figure in snug boy-shorts and a $29.50 Levi's Essential Sporty T-shirt.
After emptying her bucket, the Grammy winner takes a seat to wait for her 'laundry' to finish. "My song Levii's Jeans celebrates what I believe is the ultimate Americana uniform - something we all wear with pride," Beyoncé said in the press release. "I am honoured to work with Levi's to create quintessential American iconography. Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honouring their strength.".
Following the Texan singer's mention of them in her country song, Levi Strauss & Co. reported a 20% boost in their stock price, a 20% increase in footfall at US stores, and an additional $1.2M in revenue. "We launched our breakthrough campaign with global icon Beyoncé, reaffirming Levi's place at the centre of culture, which is driving demand across our business, especially in women. Michelle Gass, the CEO of Levi's, recently spoke about the brand during an earnings call, stating: "The Levi's brand has and always will be the unofficial uniform for those moving forward in the pursuit of better.
This sentiment was echoed by Levi's global CMO Kenny Mitchell, who said in a press release: "We believe a key part of that is continuously breaking and building the codes of culture. In collaboration with Beyoncé, we explore the power of reimagination through this campaign, helping us to connect with our fans in new ways and supporting the growth of our women's business as the definitive denim lifestyle brand.".
Beyonce's Cowboy Carter tour is set to start on April 18 in Inglewood, California, and conclude on July 14, 2025, in Atlanta, Georgia. This follows her recent win at the Grammys for Best Country Album with Cowboy Carter, marking her first victory in this category.
The moment she won, the superstar adopted a robot-inspired stance in surprise. She triumphed over a strong field that included Chris Stapleton's Higher, Kacey Musgraves' Deeper Well, Lainey Wilson's Whirlwind, and Post Malone's F-1 Trillion. The win sparked controversy among critics, many of whom referenced Beyonce's husband Jay-Z's criticism of the Recording Academy at the 2024 ceremony after his wife failed to secure an award. It's worth noting that Beyonce was notably overlooked by the Country Music Association Awards back in September, so this recent recognition undoubtedly came as a complete surprise.
