American denim brand Levi’s marked the launch of its new campaign by unveiling its storefront takeover of Selfridges, in London’s Oxford Street.

Its new campaign, ‘Reiimagine Chapter II- Pool Hall’, features global pop star Beyoncé. Devised by TBWA\Chiat\Day LA and produced by de la revolućion/Prettybird , the marketing drive was filmed by Grammy award winning director Melina Matsoukas.

The new pop-up aims to cement the designer’s commitment to “creating elevated experiences” through its wholesale partnerships.

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Levi’s will also open a ‘shop-in-shop’ in the department store, stating that wholesale remains a key part of its direct-to-customers strategy.

Lucia Marcuzzo, Managing Director of Europe at Levi Strauss & Co says: “At Levi’s, DTC-first doesn’t mean DTC-only. This collaboration with Selfridges is a perfect example of how we’re elevating wholesale partnerships.

“We’re meeting our consumers wherever they are with curated product storytelling and an exceptional retail experience at the heart of London’s fashion scene.

“With the Levi’s ‘shop in shop’ opening in Selfridges in May, this is just the beginning—there’s much more to come as we continue to deepen our relationships with key wholesale partners.”