By World Licence 
Beyoncé and Levi Strauss & Co. continue their collaboration with the second chapter of their iconic campaign. After revisiting the legendary 1985 Levi’s ad in the first installment, the global superstar now takes on a bold new interpretation of another milestone in the brand’s history: the famous 1991 “Pool Hall” campaign. A celebration of denim and timeless style that transcends generations.
In this new campaign, Beyoncé embraces the iconic denim-on-denim look with her signature modern touch. Dressed in reimagined Levi’s pieces, she perfectly embodies the brand’s essence while infusing it with contemporary glamour. Her charisma and global influence turn this campaign into a true fashion event, capturing the attention of denim lovers and pop culture enthusiasts alike.
The decision to revisit legendary campaigns is no coincidence. Levi’s, a brand that has defined jeanswear for over a century, has always stood out with advertisements that have marked their time. The 1991 “Pool Hall” campaign, with its raw atmosphere and timeless aesthetic, symbolized the rebellious and effortlessly cool attitude of Levi’s jeans. By reinterpreting it today with Beyoncé, Levi’s celebrates its heritage while anchoring it in the present, proving that denim remains a powerful expression of style and identity.
This partnership between Beyoncé and Levi’s goes beyond fashion. It highlights the idea that denim is a universal language—a fabric rich with history that evolves with its time while retaining its essence. As a global icon in music and fashion, Beyoncé embodies this evolution with unmatched ease. Her commitment to authenticity and her influence on trends make her the ideal ambassador to represent Levi’s values.
Since the beginning of this collaboration, both the public and critics have been unanimous: this alliance between a heritage brand and a visionary artist is a perfect match. By reviving classic campaigns, Levi’s and Beyoncé reaffirm the timelessness of denim and its central place in pop culture. The fusion of the brand’s history with the modernity embodied by the superstar results in powerful imagery that will, in turn, leave its mark on advertising and fashion history.
With this second chapter, Levi’s and Beyoncé confirm that their collaboration is much more than just a commercial partnership. It is a dialogue between past and present, a celebration of denim’s legacy and its future, carried by an artist who continuously redefines the codes of fashion and pop culture. Another proof that Levi’s jeans, in the hands of an icon, remain the ultimate symbol of style, attitude, and boldness.
