Beyoncé’s Cowboy Carter era has never been far from controversy, and her recent work with Levi’s is proving no exception. Even after the campaign’s launch, the partnership between the 35-time GRAMMY winner and the iconic denim brand continues to draw criticism — and a growing public debate about art, advertising, and morality.
While Levi’s has reportedly enjoyed a boost in sales since Beyoncé fronted their latest round of advertisements, not all public response has been positive. Critics have targeted the provocative nature of the campaign, questioning whether the brand and its superstar ambassador are crossing the line between art and exploitation.
The latest chapter in this saga involves a petition launched by the American Family Association (AFA) on September 24 via its OneMillionMoms platform. The petition specifically targets three of Beyoncé’s recent Levi’s commercials — Launderette, Refrigerator, and Pool Hall.
According to the AFA, the ads rely heavily on “shock value” and use sexually suggestive imagery that is inappropriate for public broadcast. “Levi’s goes for shock value as scantily clad Beyoncé is wearing micro-denim shorts, skintight jeans (with the camera zooming in on her backside), and removing the jeans to expose her underwear while laundering them at a laundromat — all suggesting how you can live in your Levi’s jeans,” the petition states.
The group further argued that the imagery, combined with the campaign’s lyrics, sends harmful messages to youth. Branding the ads “inappropriate,” “vulgar,” and “harmful to young children,” the AFA is urging concerned parents to sign their petition calling for Levi’s to pull the ads from airwaves and online platforms.
At the time of this report, the petition has collected over 13,000 signatures and is gaining momentum.
Beyoncé’s ‘Cowboy Carter’ Era Sparks Ongoing Backlash Over Levi’s Ad Campaign
This is not the first time Beyoncé’s work during the Cowboy Carter era has sparked heated discussion. Earlier promotional stunts, including a campaign featuring Sydney Sweeney, attracted widespread attention and criticism from public figures such as Piers Morgan and Megyn Kelly. For some critics, Beyoncé’s collaborations and artistic choices reflect a willingness to court controversy as part of her broader artistic identity.
Supporters argue that Beyoncé’s partnership with Levi’s reflects her commitment to challenging cultural norms and redefining the role of women in art and advertising. The campaign — noted for its bold styling and cinematic direction — plays into themes Beyoncé has explored for years, blending music, fashion, and performance art.
For Levi’s, the collaboration with Beyoncé represents not just a marketing campaign but a cultural moment. Reports suggest that her involvement has given the brand a notable boost in revenue, underscoring the powerful draw of her star power. Still, the campaign’s boldness comes with risks, as backlash from groups like the AFA illustrates.
The petition from the AFA has sparked a broader debate over the boundaries of advertising and the responsibility of artists and brands. Critics of the campaign have expressed concern about the sexualised imagery and the potential impact on young viewers, arguing that such portrayals contribute to a culture of objectification.
On the other side of the debate, supporters defend Beyoncé’s creative freedom and point out that provocative imagery is a long-standing element of art and advertising. They argue that viewers have the choice to engage with or ignore such content, and that campaigns like this one should be considered within the broader context of artistic expression and brand storytelling.
As of now, Beyoncé’s camp has not issued a formal statement in response to the AFA’s criticism. Levi’s has similarly not publicly addressed the petition or the concerns raised, leaving the matter unresolved in the public sphere.
The silence from both parties leaves room for speculation about how this controversy will develop. Will Levi’s stand firm behind their campaign, or will the pressure from critics lead them to alter or remove the ads? And how will Beyoncé respond if the debate continues to escalate? These questions remain open.
The dispute over Beyoncé’s Levi’s campaign speaks to a larger conversation about celebrity influence, the line between artistic freedom and public responsibility, and the way brands navigate the fine balance between provocation and backlash. It also highlights how Beyoncé’s work continues to spark discussion beyond her music, positioning her as both an influential cultural figure and a polarising presence in contemporary pop culture.
Whether supporters or critics prevail, the Cowboy Carter era continues to prove that Beyoncé’s artistry does not shy away from stirring controversy — and that her collaborations, whether in music or fashion, are never without cultural impact.
As the petition grows and debate intensifies, it seems certain that the Levi’s campaign will be remembered not just as a marketing effort but as another defining moment in Beyoncé’s storied career.
Source- thatgrapejuice
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