Levi’s and global icon Beyoncé return with the second chapter of their REIIMAGINE campaign, pushing the boundaries of denim with a new vision. Following the success of the first chapter, which reinvented a classic 1985 ad, Pool Hall reinterprets Levi’s iconic 1991 commercial, bringing it into a modern era with fresh energy and powerful storytelling.
Showcasing signature Levi’s pieces like the Ribcage Wide Leg Jeans, Braided Vest, and Spade Trench Coat, each custom-embellished to reflect the campaign’s core themes of reinvention and self-expression, the collection redefines classic denim for today’s generation. The film, directed by Melina Matsoukas, features Beyoncé modelling Levi’s denim in a pool hall setting alongside actor Timothy Olyphant, confirming that denim-on-denim is in fact one of the hottest trends for the next seasons.
“For this chapter, we had even more fun reimagining the denim-on-denim narrative through the lens of a woman who is sexy, bold, and a fierce competitor all at once. We wanted to celebrate the duality of grace and power.” says Beyoncé.
Launching globally, Pool Hall is supported by a fully integrated campaign across television, digital, social media, and brand activations. Levi’s will also invite fans to engage with additional content from global creators, encouraging them to make their own unique style statements.
