Beyoncé’s work with Levi’s under the “REIIMAGINE” campaign represents a powerful blend of nostalgia and reinvention. Through a series of cinematic chapters, beginning with “Launderette,” then “Pool Hall,” “Refrigerator,” and most recently “The Denim Cowboy,” the campaign reinterprets iconic Levi’s ads from the ’80s and ’90s, updating them with Beyoncé’s modern vision. Unfortunately, the Levi’s ads aren’t resonating positively with everyone. Here’s how Beyoncé is potentially causing controversy.

Beyoncé’s ‘REIIMAGINE’ campaign with Levi’s ‘celebrates the iconic female perspective’

Beyoncé and Levi’s are a match made in heaven. Her hit track, “LEVII’S JEANS,” from her Cowboy Carter album did more than top the charts. It sparked a full-fledged collaboration with the iconic denim brand itself. The song, a sultry ode to self-expression and confidence wrapped in Western-inspired imagery, name-dropped Levi’s in a way that reignited public fascination with classic denim culture.

Almost immediately after its release, Levi’s reported a surge in online searches and sales. This proves the power of Beyoncé’s cultural influence. Recognizing the moment, the brand teamed up with her for its “REIIMAGINE” campaign. Over the course of 2025, Levi’s has been dropping ads featuring Beyoncé, with “The Denim Cowboy” as their most recent.

“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” Beyoncé stated, according to Hypebeast. “I am honored to work with Levi’s to create quintessential American iconography. Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength.”

A petition is circulating following the Levi’s ads

One Million Moms has launched a new petition targeting Beyoncé’s recent Levi’s ad campaign, according to Houston Chronicle. The petition claims that the visuals and messaging of the ads are “inappropriate” for families and promote indecency. The conservative group, a branch of the American Family Association, took issue with the singer’s use of sensual imagery and body-celebrating themes in the denim-focused “REIIMAGINE” campaign. The ads reinterpret Levi’s vintage ads through a modern, feminist lens.

In their statement, One Million Moms accused both Beyoncé and Levi’s of sexualizing the classic brand. And they urged supporters to encourage Levi to pull the ads. However, the backlash has only amplified discussion online. Fans are defending Beyoncé’s creative expression and applauding the campaign for celebrating empowerment and cultural heritage through fashion.

“Levi’s is irresponsible in their new advertising campaign, especially since they air when families are likely to watch,” the petition reads. “These inappropriate advertisements are harmful to children.”

Sydney Sweeney’s ‘Good Jeans’ American Eagle ad created mass controversy in 2025

Beyoncé’s Levi’s ads are causing a stir in some communities. But her controversy doesn’t hold a candle to Sydney Sweeney’s.

Sweeney recently made headlines with her American Eagle “Good Jeans” campaign, showcasing her in a series of denim looks that quickly caught the public’s attention. The ad, officially titled “Sydney Sweeney Has Great Jeans,” features the actress modeling various styles of jeans with close-up shots and playful commentary.

While the campaign was designed to promote American Eagle’s latest denim collection, it became a lightning rod for debate due to a pun-heavy segment referencing “genes” alongside “jeans,” sparking concerns about implicit messaging around beauty and heritage. Critics noted that Sweeney’s blond hair, light skin, and blue eyes, combined with the “genes” wordplay, could be interpreted as reinforcing Western beauty standards.

Despite the backlash, American Eagle didn’t back down. The brand described the pun as “clever, even provocative language” intended to spark conversation. American Eagle also benefited from increased sales.

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