Beyoncé launches collection with Levi’s, debuting the new 501 Curve

In the film, Beyoncé reinterprets classic Levi’s adverts from the 1980s and 1990s, using a re-edited version of Levii’s Jeans from her Cowboy Carter album and making reference to the iconic 501.

The line updates Levi’s staples such as the 501 and the ‘90s Shrunken Trucker with rhinestones, lacing and embroidery, and introduces the new 501 Curve fit, designed for curvier bodies. It comes in three finishes — Western Crystal, Laced Up and Authentic — all featuring a BEYONCÉ X LEVI’S leather patch and double arcuate stitching.

The launch includes a surprise cameo from actor Timothy Olyphant and, according to Levi’s Global Chief Marketing Officer Kenny Mitchell, marks “a new, iconic chapter in Levi’s history”.

The collection is available now via Beyoncé’s official website and will be released on Levi’s online store and in physical locations from 7 August.