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Levi Strauss & Co. debuts The Denim Cowboy with Beyoncé

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August 4, 2025

The Levi’s® brand, in collaboration with global icon Beyoncé, today debuted The Denim Cowboy, the final instalment of the year-long Levi’s® REIIMAGINE campaign. The film weaves together the three previous chapters, revealing the campaign as more than a reinterpretation of iconic Levi’s® advertisements – it is the creation of a new narrative centred on empowerment and rewriting the rules. Shown throughout The Denim Cowboy are Levi’s® icons and hero pieces from the new BEYONCÉ x LEVI’S® denim collection that serve as the film’s uniform and latest cornerstone of the partnership with Beyoncé, highlighting the brand’s denim lifestyle leadership.

Beyoncé for Levi Strauss – Levi Strauss

Set to an exclusive edit of the “Levi’s Jeans” soundtrack from the Grammy Award-winning album, Cowboy Carter, the 90-second film includes new scenes and extended cuts from the previously released Launderette, Pool Hall and Refrigerator films – all inspired by classic Levi’s® advertisements from the ’80s and ’90s. Once again, the Levi’s® brand partnered with Grammy Award-winning director Melina Matsoukas to bring this vision to life.

Recontextualising the previous chapters and unveiling new details, The Denim Cowboy reveals that Beyoncé’s winning prize from the pool game is none other than the local shark’s 501® jeans, played by award-winning actor, Timothy Olyphant (Justified, Deadwood). Beyoncé stuns in a crystalised ’90s Shrunken Trucker paired with the 501® Curve jeans, a new and ground breaking 501® silhouette designed to celebrate and fit curves without compromising the authentic straight-leg silhouette that makes the 501® so timeless and enduring. Channelling the bold glamour first unveiled in Pool Hall, the Western Crystal ’90s Shrunken Trucker and Western Crystal 501® Curve jeans emerge as the standout statement pieces of the BEYONCÉ X LEVI’S® denim collection.

“The Denim Cowboy marks the culmination of the ground breaking Levi’s® REIIMAGINE campaign, marking the final celebration of a partnership that has explored reinvention and reinterpretation at every turn,” said Kenny Mitchell, Global Chief Marketing Officer of the Levi’s® brand at Levi Strauss & Co. “The campaign represents a new level and scale of collaboration that has put women at the centre of the narrative, and set in motion a new, iconic chapter in Levi’s® history that continues to reaffirm the brand’s place at the centre of culture.”

The partnership reached a dazzling crescendo during Beyoncé’s final performances of COWBOY CARTER TOUR in Las Vegas where the icon’s entire dance crew lit up the stage in the shimmering new pieces from the BEYONCÉ X LEVI’S® denim collection – looks inspired by the bold spirit of the ongoing REIIMAGINE campaign.

The BEYONCÉ X LEVI’S® denim collection – including the Western Crystal ’90s Shrunken Trucker (250 dollars) and the Western Crystal 501® Curve (150 dollars) – along with two other head-to-toe denim sets will be available starting August 4th on Beyonce.com and globally August 7th on Levi.com and select Levi’s® stores.

The Denim Cowboy launches with a fully integrated global campaign, including television, digital, social media, and out-of-home. The campaign maintains the Levi’s® tradition of working with the most celebrated creative talents of our time. Matsoukas collaborated with Emmy Award-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole to capture the visual essence of the REIIMAGINE campaign, adding another layer to the rich tapestry of iconic Levi’s® campaigns.

Copyright © 2025 AFP. All rights reserved. All information displayed in this section (dispatches, photographs, logos) are protected by intellectual property rights owned by Agence France-Presse. As a consequence you may not copy, reproduce, modify, transmit, publish, display or in any way commercially exploit any of the contents of this section without the prior written consent of Agence France-Presses.



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Puneet Gupta steps into fine jewellery

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December 5, 2025

Traditional and occasion wear designer Puneet Gupta has stepped into the world of fine jewellery with the launch of ‘Deco Luméaura,’ a collection designed to blend heritage and contemporary aesthetics while taking inspiration from the dramatic landscapes of Ladakh.

Hints of Ladakh’s heritage can be seen in this sculptural evening bag – Puneet Gupta

 
“For me, Deco Luméaura is an exploration of transformation- of material, of story, of self,” said Puneet Gupta in a press release. “True luxury isn’t perfect; it is intentional. Every piece is crafted to be lived with and passed on.”

The jewellery collection features cocktail rings, bangles, chokers, necklaces, and statement evening bags made in recycled brass and finished with 24 carat gold. The stones used have been kept natural to highlight their imperfect and unique forms and each piece in the collection has been hammered, polished, and engraved by hand.

An eclectic mix of jewels from the collection
An eclectic mix of jewels from the collection – Puneet Gupta

 
Designed to function as wearable art pieces, the colourful jewellery echoes the geometry of Art Deco while incorporating distinctly South Asian imagery such as camels, butterflies, and tassels. Gupta divides his time between his stores in Hyderabad and Delhi and aims to bring Indian artistry to a global audience while crafting a dialogue between designer and artisan.

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Celine unveils flagship boutique in Vienna

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December 5, 2025

In a first for the Alpine republic, Celine is opening its debut store in Austria. With a new opening on the prestigious Kohlmarkt in the heart of Vienna, the French luxury house, which recently drew attention with Michael Rider’s debut, also aims to underscore the importance of the German-speaking markets. Celine opened its first standalone store in Germany, in Munich, in 2017.

A look inside the salon of the French luxury house’s new Vienna store. – CELINE

The 150-square-metre luxury boutique in Vienna spans three storeys. It showcases the latest womenswear and menswear collections, beauty, fragrances, and Maison pieces. From the outside, the flagship impresses with a listed façade of sculpted marble, paired with large, dark-framed, floor-to-ceiling windows.

Inside, natural stone prevails, with materials such as Grand Antique marble combined with travertine. Basaltina flooring laid throughout features a French-inspired chevron pattern. The sense of luxury is heightened by ultra-clear mirrors- some finished in antique gold- neon lighting, and polished metal.

On the ground floor, womenswear is presented, beginning with accessories, leather goods, beauty products, and fragrances. This is followed by the ready-to-wear area.

A staircase with cantilevered steps, inspired by minimalism, leads to the first floor, where the menswear collections are presented. The scheme here is darker overall, with black-lacquered walls and a selection of timbers that contrast with the lighter woods in the other areas.

A look inside the luxury boutique.
A look inside the luxury boutique. – CELINE

An intimate salon on the second floor, accessible exclusively via a private lift, expands the store and includes an enlarged fitting room.

Throughout the store and its numerous lounge areas, the furnishings comprise a selection of vintage and contemporary pieces. As part of the ongoing Celine Art Project, a curated selection of artworks is on display with a stoneware composition by Anders Hald, a painting by Jasmine Gregory, and sculptures by Rosalind Tallmadge and Marcelo Silveira.
 

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Portuguese fashion designer Micaela Oliveira honoured at Saudi Arabian Women’s Night 2025

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December 5, 2025

“It is with great pleasure that we announce Micaela Oliveira, the celebrated Portuguese designer, as one of the featured couturières at the Saudi Arabia Creative Women Forum 2025 Gala Dinner and Awards Ceremony,” the organisation declared on its social media channels, in a post also shared on the designer’s Instagram account, announcing the tribute at the event held on November 6 at the National Museum in Riyadh. The evening opened with an address by Princess Noura bint Saud bin Naif bin Abdulaziz Al Saud, patron of the Forum and founder of Saudi Fashion Week, followed by a runway show by the Portuguese designer, celebrating the rich traditions of this enchanted kingdom.

Lux

The publication further notes that the Trofa-born couturière “grew up surrounded by fabrics, prints, and creativity- a world that has shaped her lifelong devotion to fashion,” and that over the past 20 years she has “built an extraordinary career defined by elegance, daring, and refinement, consolidating her name among the leading designers of wedding dresses and haute couture,” the statement continues.

“Her creations- a harmonious blend of sophistication, sensuality, and femininity- embody her belief that each dress should tell a story, evoke emotion, and reflect the unique essence of the woman who wears it,” reads the message shared simultaneously on the Forum and the eponymous designer’s Instagram accounts.

“Guided by the values of exuberance, creativity, and impeccable craftsmanship, Micaela’s creations blend classic beauty with contemporary art, achieving a timeless charm,” the post adds, highlighting “a vision that transcends borders” that “continues to enchant the global fashion world, transforming dreams into haute couture masterpieces that celebrate individuality and the eternal elegance of femininity.”

Lux

For her part, Micaela Oliveira expressed her gratitude for the honour at the Saudi Arabia Creative Women Forum 2025 Gala Dinner and Awards Ceremony, which took place in Riyadh, the capital and principal financial centre of Saudi Arabia: “It was a privilege, as a designer, to travel to the Kingdom of Saudi Arabia, where I was honoured before members of international royalty and government representatives at a truly magnificent awards ceremony,” she said in a statement quoted by Lux.

“This prestigious award was presented to me by Her Royal Highness Princess Noura bint Saud bin Nayef bin Abdulaziz Al Saud, a pioneering woman and a leading figure in the Kingdom’s artistic community. I had the great honour of presenting a fashion show celebrating the rich traditions of this remarkable country during the Creative Women Forum 2025 Gala Dinner and Awards Ceremony.”

Instagram

“We are delighted to announce the return of the Creative Women Forum in Riyadh, which will take place from November 4–6, 2025, under the esteemed patronage of Her Royal Highness Princess Noura bint Saud bin Nayef Al Saud,” announced Creative Women Platform on Instagram. “This year’s forum will be held at the iconic Princess Nourah bint Abdulrahman University- the largest women’s university in the world.”

“A powerful stage for a global gathering of visionary women,” it continues. “Join us for three transformative days filled with innovative leadership, inspiration, and ground-breaking ideas, as we explore creativity, entrepreneurship, sustainability, and the future of women in leadership.”

This time, the experience culminated in a fabulous gala dinner and awards ceremony, “celebrating the brilliance of the women who shape our world,” concludes Creative Women Platform, on its social media.

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