Levi’s is on tour this summer with Cowboy Carter and the Rodeo Chitlin’ Circuit.
The heritage denim brand designed several custom looks for Beyoncé and her dancers for the world tour supporting her Grammy-award-winning “Cowboy Carter” album.
Last week in London, Beyoncé took the stage in a custom Levi’s one-piece with “Levii’s” emblazoned across the chest and fully covered in Swarovski crystal rhinestones. The iconic Levi’s Red Tab logo was reimagined with the double “i” as a nod to Beyoncé’s “Levii’s Jeans” track from “Cowboy Carter.”
The one-piece also references the limited-edition Beyoncé x Levi’s tees, which were released last month.
Beyoncé completed the look with custom Ribcage Wide Leg Jeans reimagined as western-style chaps, adorned with Swarovski rhinestones, and a patchwork denim cape, hand-stitched from vintage Levi’s denim jeans of all different decades, washes and styles.
Levi’s said it worked closely with Beyoncé’s team and stylist to create that custom pieces “that honor the brand’s legacy and the forward-thinking vision of one of the most influential figures of modern culture.”
Beyoncé’s dancers were also dressed in full custom Levi’s denim looks. Female dancers wore fully custom denim bra tops, Ribcage Jeans cut into briefs, and rhinestone-covered Ribcage Wide Leg Jeans chaps. Male dancers donned western shirts, 567 Relaxed Flare Bootcut Jean Chaps covered in rhinestones, 517 Bootcut Jeans, and custom Trucker jackets.
At an earlier tour stop in New York, Levi’s created custom 501 Shorts and Ribcage Wide Leg Jeans reimagined as western-style chaps for Beyoncé. The bottoms were adorned with allover Swarovski rhinestones.
Blue Ivy Carter matched in custom crystal rhinestoned Cinch Baggy Dad Jeans and a customized Trucker jacket.
Levi’s partnership with Beyoncé kicked off last fall with “Reiimagine,” an ongoing campaign inspired by Levi’s legacy and Beyoncé’s innovative approach to art, culture and storytelling. The brand also custom-made several looks for Beyoncé’s 13-minute Netflix’s NFL Christmas Day halftime show.
Launch Gallery: Levi’s Designs Custom Looks for Beyoncé’s ‘Cowboy Carter’ Tour
