Beyoncé and Levi’s launch new joint denim campaign

Just before the Cowboy Carter and the Rodeo Chitlin’ Circuit Tour, Beyoncé announced a new phase of her collaboration with Levi’s.

On her Instagram account, she shared a series of photos and a short video, which became part of a new campaign called Live in Levi’s, marked as Levi’s Ch. 3, which indicates a continuation of previous collaborations.

The clip plays the song “Levi’s Jeans,” and the artist herself is shown behind the counter of the eatery. There is a closing sign on the door. The main sign is called B’s Corner, under which is an unusual menu: “Laundry” for $19.85, “Pool Table” for $19.88, and “Refrigerator” for $19.91. The names “Laundry” and “Pool Hall” have already appeared in the singer’s previous advertising campaigns with the Levi’s brand.

In the video, Beyoncé is seen wearing jeans, which are likely to be the focus of the new collection.

The campaign is the third installment of her partnership with Levi’s, which has gained popularity thanks to stylish advertising stories, references to retro aesthetics, and Beyoncé’s symbols.