Overview

• Megyn Kelly called Beyoncé’s new Levi’s “Denim Cowboy” campaign “artificial,” “fake,” and “enhanced” on X, reigniting their long-running feud.
• The “Denim Cowboy” spot features Beyoncé in a blonde wig and full denim looks inspired by Levi’s 1980s–1990s heritage commercials.
• Kelly contrasted Beyoncé’s ad with Sydney Sweeney’s American Eagle campaign, asserting that there was “nothing natural” about the singer’s appearance.
• Levi Strauss and American Eagle defend their jeans campaigns as celebrations of individual confidence and self-expression.
• Industry analysts report that Beyoncé’s partnership with Levi’s has driven significant upticks in global sales and brand visibility among younger consumers.