Levi’s® & Beyonce Launch REIIMAGINE Chapter 2: “Pool Hall”
San Francisco, CA, February 24, 2025 — Beyoncé and Levi’s® are back for another chapter of their creative partnership, and this time they’re heading to the pool hall.
The Levi’s® brand and global icon Beyoncé have unveiled Pool Hall, the second chapter of the REIIMAGINE campaign, continuing a collaboration built around denim, cultural nostalgia and the idea of making classic pieces your own.
For Chapter 2, Beyoncé steps into one of Levi’s® most recognisable pieces of advertising history, reimagining the brand’s iconic 1991 “Pool Hall” campaign through a contemporary lens.
The result is a playful collision of classic Americana, modern fashion and Beyoncé’s unmistakable presence.
Beyoncé Reimagines Levi’s Pool Hall
Following the first chapter, Launderette, which reworked Levi’s® famous 1985 advertisement, Pool Hall digs even deeper into the brand’s advertising archive.
Directed by GRAMMY Award-winning filmmaker Melina Matsoukas, the new film puts Beyoncé at the centre of a high-stakes pool game.
She takes on a local shark, played by Timothy Olyphant, while wearing an iconic denim-on-denim look that reinforces one of Levi’s® most enduring style codes.
The campaign plays with the idea of expectations — and Beyoncé isn’t exactly interested in following them.
Instead, Pool Hall presents denim as something that can constantly evolve depending on who wears it.
Denim, Americana and Beyoncé
The campaign’s fashion imagery expands on the film with a series of standout Levi’s® pieces.
Among them are the Ribcage Wide Leg jeans, Braided Vest and Spade Trench, each styled with custom embellishments that reflect the campaign’s focus on individuality and reinvention.
The denim-on-denim combination is particularly central to the story, giving a familiar American wardrobe formula a distinctly Beyoncé interpretation.
“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 added: “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 Heritage Gets a New Spin
For Levi’s®, REIIMAGINE is about looking back without simply repeating the past.
“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.”
That balance between heritage and reinvention is what makes the campaign particularly relevant to today’s fashion landscape.
Levi’s® isn’t abandoning its archive. Instead, it is using those familiar references as a starting point for a new generation.
Behind the Levi’s x Beyoncé Campaign
Pool Hall was created in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.
Matsoukas worked with Emmy Award-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole to establish the campaign’s visual identity.
The creative team continues a long Levi’s® tradition of collaborating with influential filmmakers, photographers, musicians and artists to turn denim advertising into a wider cultural statement.
The campaign will roll out globally across television, digital, social media and out-of-home advertising, alongside brand activations and additional content featuring global creators.
Fans will also be invited to participate in experiences designed around the idea of personal reinvention.
Beyoncé and Levi’s Keep Rewriting the Denim Playbook
With Pool Hall, Beyoncé and Levi’s® aren’t simply recreating a classic advertisement.
They’re taking a piece of Levi’s® history and asking what it looks like when viewed through today’s culture.
The answer is denim on denim, individuality, competition and a healthy dose of Beyoncé.
And for a brand whose identity has always been tied to reinvention, that feels right on cue.
For more information on the REIIMAGINE campaign, visit Levi’s® online and follow the brand on social media.
