In what many are calling a perfectly timed PR masterstroke, Beyoncé has set social media on fire once again — this time not with music, but denim.
Late Tuesday evening, Parkwood Entertainment released a sleek, cinematic ad for Beyoncé’s new Ivy Park x Levi’s denim collaboration. The surprise campaign follows weeks of backlash against actress Sydney Sweeney, who was at the center of an online firestorm for her now-infamous jeans campaign with a rival fashion house that critics slammed as tone-deaf and culturally appropriative.
Beyoncé’s ad — directed by Melina Matsoukas and set to a slowed-down remix of Formation — features the music icon striding through an urban landscape in high-waisted, distressed denim. The film cuts between shots of diverse models of all body types and ages, dancing, working, and celebrating in various styles from the collection. The tagline, “This Body. This Denim.” appears on screen in bold white letters.
Within minutes, hashtags like #BeyonceDenim, #ThisBodyThisDenim, and #ByeSydney began trending worldwide.
A Strategic Response?
Fans and analysts alike see the ad as a calculated — and successful — contrast to the fallout from Sweeney’s recent campaign with Euro brand Lunoire. That campaign, which depicted the Euphoria star posing in stylized working-class Americana imagery, drew sharp criticism for what some saw as a glamorization of blue-collar struggle, particularly with no acknowledgment of the cultural roots the aesthetic borrowed from.
“Beyoncé just gave a masterclass in how to show love for working-class aesthetics without commodifying people’s pain,” wrote one X (formerly Twitter) user. “Sydney Sweeney’s jeans were cosplay. Beyoncé’s are community.”
Marketing experts say Beyoncé’s timing couldn’t have been more intentional.
“Beyoncé and her team understand cultural temperature better than almost anyone in entertainment,” said Dr. Janelle Hampton, professor of brand psychology at NYU. “She’s offering a version of denim that feels empowering, inclusive, and rooted in authenticity — exactly what people were missing in the Sweeney campaign.”
The Beyoncé Effect
It’s not just social media that’s feeling the impact. Within an hour of the ad's drop, Levi’s reported a 270% spike in traffic to the Ivy Park collection landing page. Retail partners, including Nordstrom and Net-a-Porter, saw early sellouts in key sizes.
Fans also noted Beyoncé’s subtle nods to denim history, with styling references to ’90s hip-hop, Southern Black cowgirl aesthetics, and even her Destiny’s Child days — all woven into a modern, high-fashion context.
As for Sydney Sweeney, the actress has not responded to the Beyoncé ad or the renewed criticism. Her team previously released a statement defending her campaign as “an artistic homage to Americana,” but declined further comment.
What’s Next?
While it’s unclear if Beyoncé intentionally positioned the ad in response to the Sweeney controversy, the cultural consensus is clear: Queen Bey doesn’t miss.
“She didn’t throw shade,” wrote one TikTok user. “She just turned the lights out on everyone else.”
The Ivy Park x Levi’s collection drops globally this Friday. Judging by the internet’s reaction, you might want to line up early.