When Beyoncé breathes, she has the potential to interrupt the web and ship her fanbase right into a frenzy. So naturally, her newest drop with Levi’s, which arrives amid a significant controversy unfolding with a competitor model, didn’t precisely land quietly.
On Monday, August 4, the music icon’s fourth and last installment of her collaboration with the model, “The Denim Cowboy,” arrived with a 90-second visible that includes her wearing loads of western glamour exploring western scenes earlier than using off into the sundown, not on a horse in line with her “Cowboy Carter” motifs, however on a bike.
This element alone has led many on-line to invest about whether or not or not it alerts not simply the tip of her “Cowboy Carter” period but additionally the start of a extremely anticipated, fully rumored, rock period as her third act.
Based on a launch, the ultimate installment of the REIIMAGINE marketing campaign in collaboration with Beyoncé’s Act II “Cowboy Carter” album, will embody a shocking crystal-adorned denim jacket and matching denims set that the songstress rocks in the course of the quick movie and accompanying marketing campaign photographs.
This last drop arrives as American Eagle continues to spark heated discourse following a latest model marketing campaign starring Sydney Sweeney, declaring that she has “good denims.” The slogan “Sydney Sweeney has good denims,” has been contested for doubtlessly flirting a bit too closely with fascist eugenic beliefs, of a white, blonde, blue-eyed lady as having best denims/genes.
Proper-wing figures, together with President Donald Trump, have jumped to defend the advert whereas bemoaning the backlash from the “woke mob.” American Eagle has since addressed the controversy by insisting it’s nearly denims, including that their denims are for everybody.
As these in assist of the marketing campaign defend the model and Sweeney, they’ve additionally begun to come back for Beyoncé. With out seeing a shred of irony.
An incensed Megyn Kelly took to X to complain concerning the advert writing, “That is the other of the Sydney Sweeney advert. Fairly clearly, there may be nothing pure about Beyonce.”
“Every part — from her picture to her fame to her success to her look beneath — is purchased and paid for,” she added. “Screams synthetic, pretend, enhanced, making an attempt too arduous.”
Kelly isn’t fallacious in claiming Beyoncé’s advert is the “reverse” of Sweeney’s. First, Beyoncé’s newest marketing campaign is a continuation of one launched in 2024 alongside her “Cowboy Carter” album with the hit observe “Levii’s Denims.” This marketing campaign is Levi’s try to not be overlooked of one of many greatest conversations round Western American tradition.
Going one step additional, Beyoncé’s advert and her bigger “Cowboy Carter” venture are additionally fairly actually celebrating the very reverse of AE’s advert that includes Sweeney: inclusion. American Eagle is propping up outdated European magnificence requirements whereas Levi’s is broadening the dialog.
“The Denim Cowboy” assortment launches on Levis.com on August 7.
