Beyoncé is embracing her cowgirl style in Levi's newly released Reiimagine campaign. The Grammy award-winning singer, who collaborated with Post Malone on her track Levii’s Jeans last year, takes centre stage in the brand's latest campaign, which “celebrates Levi's legacy while pushing creative boundaries.”

Beyoncé strips down to her underwear for Levi's 'Reimagine' campaign that promises 'exclusive products' as part of ad collaboration.

Beyoncé has joined forces with iconic denim brand Levi’s in a new campaign, kicked off with “Chapter 1: Launderette.”

Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co., called it moving “at the speed of culture.” That started a back-and-forth that has now led to a multimedia ad campaign trading on Beyoncé’s star power and Levi’s rich heritage.