Beyoncé Puts Her Levi’s Back On for Chapter 2 of Their Collaboration

Levi Strauss & Co. and Beyoncé Knowles-Carter have turned to Chapter 2 — and have taken to the pool hall.

The superstar and the jeans brand linked in September for a year-long marketing campaign that has Queen Bey recreating some of the brand’s famous ads from the past.

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While Chapter 1 of the Reiimagine campaign had Knowles-Carter stripping down to her underwear to remake Levi’s “Launderette” ad from 1985, the singer is now showing off a denim-on-denim look at the pool table, reinterpreting the brand’s 1991 “Pool Hall” ad.

The campaign dropped Monday and features Knowles-Carter taking on — and besting — the local pool shark, played by Timothy Olyphant. In the spot, she wears Levi’s ribcage wide-leg jeans as well as its braided vest and the spade trench.

“There isn’t another wardrobe piece that evokes comfort, modern elegance, classic Americana attire, and nostalgia the way denim does,” Knowles-Carter said. “And when I think of all those things, I think of Levi’s.

“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,” she said. “We wanted to celebrate the duality of grace and power.”

Levi’s teamed with Grammy Award-winning director Melina Matsoukas on Chapter 2 of the campaign, which will be seen on television, digital and social media as well as out-of-home and through brand activations.

Kenny Mitchell, global chief marketing officer of the Levi’s brand, said: “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.”

Levi’s has been pushing the denim-on-denim look and been reorganizing to sharpen its denim lifestyle positioning under Michelle Gass, who’s been chief executive officer of the company for just over a year.

“Beyoncé is really probably the biggest global partnership we’ve ever had in our history,” Gass told WWD last month. “We’re very pleased. Results are encouraging. The Beyoncé effect is giving a lift to our business and contributed to our strong fourth-quarter results.”

Revenues for the quarter ended Dec. 1 jumped 12 percent to $1.8 billion, including organic growth of 8 percent.

Beyoncé ‘Cowboy Carter’ Stage Outfit Predictions: From ‘Daughter’ to ‘Levii’s Jeans’ [PHOTOS]

Launch Gallery: Beyoncé 'Cowboy Carter' Stage Outfit Predictions: From 'Daughter' to 'Levii's Jeans' [PHOTOS]

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