From the new capsule signed Beyoncé to the myth of 501 worn by James Dean, Marilyn Monroe and Kurt Cobain
The new capsule collection born from the creative synergy between Levi’s – “The mother of the jeans” – and the global beyonce icon, reconfirms the role of denim, not only as an iconic fabric but as a living language, capable of evolving with the voices of the present.
The collection, in a limited edition, celebrates the song Levi’s Jeans taken from the album Cowboy Carter. Four t-shirts-including the Sporty Ringer Tee and Graphic Tee-play with the Levi’s A double “I” logo, a graphic and symbolic sign of a revisited identity.
The classic aesthetic of the brand merges with the bold gaze of Beyoncé also in the advertising campaign that reinterprets the visual archive of Levi’s with fresh and radical spirit. A tribute to the story that looks to the future.
From miners to Grammy
Born in 1873 for West workers, Levi’s jeans crossed the centuries, remaining faithful to its original spirit: resistant, inclusive, transversal. From worker uniform to pop icon, it has become a mirror of social and cultural transformations. Confined for decades to the worker and rural sphere, worn by miners, cowboys and mechanics, it is in the 1930s that Hollywood mitizes him in western films, opening his way to cross the borders of the social classes.
The fifties: rebellion and freedom
In the 1950s, Levi’s jeans is the symbol of young people in revolt. James Dean wears him in his films, making him the uniform of urban solitude and personal freedom. Together with him also Steve McQueen and Marlon Brando, who used to wear his denim with a high implication.
Marilyn Monroe, on the other hand, loads female and unconventional sensuality jeans. It is in these years that 501 enters the myth, conquering different generations with a universal language.
Sixtime and eighties: rock, punk and working class
With the advent of rock, Levi’s becomes the symbol of subcultures. Bruce Springsteen takes him to the cover of Born in the USAembodying authentic America and working class. The Ramones wear it frayed in the punk clubs, while Debbie Harry and Jane Birkin show how the female can also appropriate the denim with naturalness and style. Especially the latter, with its high -waisted jeans, has forever linked denim to the concept of nonchalance chic.
Nineties: between grunge and minimalism
In the nineties, Levi’s is an integral part of the grunge and minimal imagination. Kurt Cobain brings him “Distresses”, a symbol of disillusionment and non -compliant identities. Will Smith with his Prince of Bel Air It tells it in its most colorful and hip hop version, with over volumes and street style references. Finally, Winona Ryder and Cindy Crawford make him daily icon, with an androgynous and sensual aesthetic at the same time.
2000s and beyond: towards a global denim
In the new millennium, Levi’s opens up to global contamination and new narratives. With Pharrell Williams we talk about sustainability, with Emma Chamberlain and Hailey Bieber you enter the culture Gen Z. The denim is genderless, customizable, also reinterpreted by voices such as Jaden Smith and Tyler, The Creator, who make it fluid and creative.
