Beyoncé’s Cowboy Carter tour is approaching, and her new Levi’s campaign has fans convinced the dress code—denim and gold—is officially set.
She embraces the Western aesthetic in head-to-toe denim, wearing a vest, wide-leg jeans, and a knee-length jacket. The tagline reads, “How the West was worn. Fit for an icon.” She completes the look with custom Amina Muaddi Yigit platform heels, engraved with her initials.
The campaign surfaced on February 18, fueling speculation about the tour’s fashion theme. Cowboy hats and boots were already expected, but the Hive now believes denim is essential, while gold is a nod to her latest fragrance, CÉ LUMIÈRE.
The perfume, housed in a gold-toned bottle, was described as the “gold standard” and “sweet like honey.” According to its official Instagram, CÉ LUMIÈRE embodies “elegance and modern sophistication, ready to illuminate your presence.”
This is Beyoncé’s second collaboration with Levi’s. The first, unveiled last September, honored the brand’s legacy of outfitting originals, rebels, and visionaries. A campaign video showcased Beyoncé in a laundromat as her Post Malone collab, LEVII’S JEANS, played in the background. She stripped down to crisp white undergarments, putting her jeans through a diamond wash.
As anticipation for Cowboy Carter builds, Beyoncé continues to merge fashion, music, and storytelling, setting the stage for what could be her most visually striking era yet.
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