Leave it to Beyoncé to turn a smoky pool hall into her personal runway. The Queen of Everything (yes, still) just dropped Chapter 2 of her Levi’s REIIMAGINE campaign, and it’s a masterclass in how to weaponize denim while hustling Timothy Olyphant at billiards. The spot, cheekily titled “Pool Hall,” isn’t just an ad—it’s a full-throttle Beyoncé Experience™, complete with crystal-bedazzled Canadian tuxedos, swaggering pool cues, and the kind of unblinking confidence that could make a cactus wilt.
Clad in a cropped Levi’s jacket and high-waisted jeans dripping with rhinestones, Bey glides around the table like a denim-clad panther, sinking shots with the same ease she sinks Grammy records. (“Check the leaderboard, Tim,” she might as well purr.) The campaign, a sequel to September 2024’s laundromat-themed debut, doubles down on Levi’s lore while letting Beyoncé flex her dual superpowers: effortless elegance and merciless competitive streak. “We wanted to celebrate the duality of grace and power,” she explains—a.k.a., the Beyoncé mission statement since *Destiny’s Child* dropped “Bills, Bills, Bills.”
The visuals are a fever dream of Americana cool. Between the Braided Vest’s prairiecore vibes and the Spade Trench’s outlaw swagger, Levi’s isn’t just selling jeans; they’re bottling Bey’s alchemy of nostalgia and futurism. (The Ribcage Wide Leg jeans alone deserve their own ZIP code.) As Kenny Mitchell, Levi’s global CMO, notes, “Reinvention is at our core”—which, translated from Brandspeak, means: When Beyoncé wants to turn your 150-year-old workwear into sequined battle armor, you say “Yeehaw” and hand her the glue gun.
Of course, this isn’t just a collab—it’s a full Beyoncéverse crossover. The campaign nods to her Cowboy Carter anthem “LEVII’S JEANS,” a honky-tonk banger that name-drops Levi’s with the reverence of a love ballad. (“Baby, let me be your 501 tonight,” she croons, proving even denim can be a double entendre.) And let’s not forget Chapter 1’s wink to Levi’s iconic 1985 “Launderette” ad, where Beyoncé’s sultry spin cycle upstared even Nick Kamen’s legendary strip-down.
But here’s the real magic trick: Beyoncé makes reinvention look easy. Whether she’s redefining country music, cowgirl couture, or pool-hall etiquette, she’s always three steps ahead—and dressed impeccably for every pivot. As she puts it, denim is “the ultimate Americana uniform,” which, in her hands, becomes a canvas for rewriting the rules. So grab your cue stick, kids. Class is in session.
Levi’s REIIMAGINE Chapter 2 collection drops this fall. Start stretching now—those Wide Legs aren’t gonna rock themselves.
