Levi's Launches New Denim Campaign Featuring Beyoncé Amid American Eagle Controversy

By Sarah Mahoney, Staff Writer Published approximately 95 minutes ago What was meant to be a straightforward fashion campaign story has turned into a notable event. Levi's has introduced "The Denim Cowboy," the final phase of its successful collaboration with Beyoncé. This campaign highlights her country-influenced R&B style and showcases innovative denim designs that are steering Levi's towards fresh branding directions. The advertisements revisit earlier scenes—such as those set in a laundromat, diner, and pool hall, where Beyoncé's cue skills cause Timothy Olyphant to lose his pants—and add new elements, like her riding off into the sunset on a motorcycle. As Beyoncé sings, "denim on denim on denim on denim," the visuals emphasize her signature style. This campaign launch follows a turbulent start for another major denim brand, American Eagle Outfitters, which recently released an ad titled "Sydney Sweeney has great jeans." Within a day, Levi's campaign faced criticism from conservative commentators, including Megyn Kelly, who called Beyoncé "fake" and "artificial," contrasting her with the Sweeney ad. Many media outlets continue to quote Kelly, despite her diminished media ...