Beyonce announced the second part of her partnership with the iconic denim brand Levis, titled, “Chapter 2: ‘Pool Hall’ reimagined with Beyoncé.” In the promotional video, Beyoncé donned a full bedazzled denim get-up—complete with a matching jacket and jean set—while playing a game of pool in a dive bar.
“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.”
Levi’s teamed up with Grammy Award-winning director Melina Matsoukas for the latest chapter of the REIIMAGINE campaign, along with Emmy Award-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole. The campaign was conceived in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.
“Pool Hall” launches with a fully integrated global campaign, including television, digital, social media, out-of-home and brand activations. The Levi’s® brand’s social media will feature additional style content from global creators that encourages viewers to make their own style mark. Brand fans will also be invited to participate in experiences that will serve as a playground for their own reimaginations.
