For the next iteration of the REIIMAGINE campaign, the singer aimed to “celebrate the duality of grace and power”

Beyonce in New Levi's REIIMAGINE Campaign
Beyonce for Levi’s. Photo: Levi’s/Youtube

Beyoncé is stepping up her denim game, thanks to Levi’s.

The singer stars in Chapter 2 of the brand’s REIIMAGINE campaign, a follow-up from the collaboration’s debut in September 2024.

In a new spot titled “Pool Hall,” Beyoncé takes on a pool shark (played by Timothy Olyphant) in a high-stakes match that she ends up dominating.

As she strolls around the pool table setting up winning shots, the Grammy winner shows off her matching denim ensemble — a cropped jacket and high-waisted jeans decked out with crystal embellishments.

The campaign also highlights other striking pieces, including the Ribcage Wide Leg jeans, the Braided Vest and the Spade Trench, styled with custom embellishments.

“There isn’t another wardrobe piece that evokes comfort, modern elegance, classic Americana attire, and nostalgia the way denim does,” Beyoncé says of the partnership in a press release. “And when I think of all those things, I think of Levi’s.”

Beyonce in all denim for the Levi's REIIMAGINE Campaign
Beyonce for Levi’s. Levi’s

She continues, “For the second chapter in our collaboration we had even more fun in reimagining the denim on denim narrative, through the lens of a woman, who can be sexy, bold and a fierce competitor, all at once.

We wanted to celebrate the duality of grace and power.”

Beyonce in all denim for the Levi's REIIMAGINE Campaign
Beyonce for Levi’s. Levi’s

Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co., shared: “Levi’s has always built on its rich denim history, reinterpreting it in new cultural moments and proving that reinvention is at its core.

Pool Hall honors our heritage while breaking new ground, giving fans a chance to personalize their Levi’s and express their unique style.”

Beyoncé, who featured a track titled “LEVII’S JEANS” on her album of the year-winning Cowboy Carter, debuted her collaboration with Levi’s with a spot that reinterpreted the iconic 1985 “Launderette” ad that famously reignited “I Heard It Through the Grapevine” on the Billboard charts.

It features the singer posing in a laundromat in a pair of high-waisted jeans and a matching cowboy hat along with a cropped white tee. She effortlessly strips down to her briefs drawing the gazes of those around her.

“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” Beyoncé said via press release. “I am honored to work with Levi’s to create quintessential American iconography.”