LEVI'S LAUNCHES A COLLABORATION WITH BEYONCÉ POOL HALL
Levi's collaboration with Beyoncé Pool Hall is the second chapter of the REIIMAGINE campaign and a celebration of Levi's legacy and Beyoncé's transformative vision. The new film and accompanying visuals feature Beyoncé in an iconic denim-on-denim look that emphasizes the timeless versatility of jeans.
The campaign was developed in creative collaboration with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD. Pool Hall features Beyoncé defying expectations as she takes on a local "shark," played by Timothy Olyphant , in a heated game of pool.
“There is no other garment that evokes comfort, modern elegance, classic American style and nostalgia like denim, and when I think about all those things, I think about Levi’s. For the second chapter of our collaboration, we had even more fun reinventing the denim-on-denim story through the eyes of a woman who can be sexy, bold and a fierce competitor all at once. We wanted to celebrate the duality of grace and strength.”
Levi’s pieces are celebrated as modern style classics, constantly evolving and encouraging wears to put their own spin on them. The Ribcage Wide Leg jeans, the Braided Vest and the Spade Trench, with tailor-made details, embody the spirit of individuality and innovation.
