Overview

• The fourth chapter, “The Denim Cowboy,” reimagines Levi’s classic ads by showing Beyoncé washing jeans in a laundromat, working in a diner and winning 501s in a pool hall.
• The final capsule features a Western Crystal ’90s Shrunken Trucker jacket, matching 501 Curve jeans and two full denim sets, available now on Beyoncé.com and on Levi’s platforms from August 7.
• Levi’s global chief marketing officer Kenny Mitchell says the campaign centers on women’s empowerment, brand-led storytelling and a B2C-first approach.
• Styles from Chapter 2 became Levi’s top sellers in Europe and the tie-in with Beyoncé’s record-breaking $407.6 million Cowboy Carter Tour boosted the brand’s reach.
• Fans are reading Beyoncé’s motorcycle exit and the 9:04 p.m. timestamp in the new ad as clues for a forthcoming rock-themed Act III album.