Levi’s has once again teamed up with global superstar Beyonce to release a second chapter of their successful REIMAGINE campaign.
The brand once again tapped in to their archives and unveiled Pool Hall, a 1991 ad campaign of the same name to be reimagined. The journey of reimagining is to showcase the timeless versatility of its garments.
Pool Hall captures Beyoncé defying expectations as she takes on a local shark, played by Timothy Olyphant, in a high-stakes game of pool. Celebrating Levi’s products as modern style staples that continue to evolve, the new chapter embraces bold interpretations and encourages wearers to make them their own. Chapter 2’s supplemental still images highlight striking pieces, including the Ribcage Wide Leg jeans, the Braided Vest, and the Spade Trench, styled with custom embellishments to reflect the spirit of individuality and reinvention central to the campaign.
“There isn’t another wardrobe piece that evokes comfort, modern elegance, classic Americana attire, and nostalgia the way denim does,” said Beyoncé. “And when I think of all those things, I think of Levi’s.” She continued, “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.”
“Levi’s has always built on its rich denim history, reinterpreting it in new cultural moments and proving that reinvention is at its core,” said Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co. “Pool Hall honors our heritage while breaking new ground, giving fans a chance to personalize their Levi’s and express their unique style.”
