Levi Strauss & Co. and Beyoncé Knowles-Carter announce “Refrigerator” — the third chapter of the ReImagine multimedia advertising campaign that celebrates the brand heritage.
Levi’s And Beyoncé Launch REIIMAGINE Chapter 3: Refrigerator
The first two chapters, Launderette and Pool Hall, ignited conversations around Levi’s legacy, with Launderette’s subversive take on the brand’s classic ad and Pool Hall paying homage to Levi’s deep ties to music and counterculture. The third chapter, Refrigerator, brings the campaign into a roadside diner where timeless style meets confidence. Once again, Levi’s teamed up with Grammy Award-winning director Melina Matsoukas for this chapter, which highlights how Levi’s is a canvas for individuality, self-expression, and cultural influence today.
Conceived in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD, the campaign draws inspiration from Levi’s heritage while embracing Beyoncé’s influence as an iconic cultural figure. The new chapter celebrates Levi’s products style staples, embracing bold interpretations and encouraging wearers to make them their own.
Beyoncé is no stranger to fashion collaborations having worked with legendary brands Tiffany, Giorgio Armani and Adidas. She has also launched her own inclusive haircare brand cecred. “My song “Levi’s Jeans” celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” she said during the initial launch. “I am honoured to work with Levi’s to create quintessential American iconography. Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honouring their strength.”
Inspired by the Levi’s 1988 Refrigerator commercial, this chapter transforms the ad’s original spirit into a modern statement about confidence, originality and empowerment. Set in a sun-drenched roadside diner, the film reimagines the 1988 Refrigerator ad, with Beyoncé as the lead. In the Levi’s Iconic Western Shirt, 501 Original Shorts, a white tank, and a red paisley bandana, she is ready to take on her next challenge. With a cameo from Willie Jones, a collaborator on Cowboy Carter, the campaign connects the brand to Beyoncé’s broader artistic universe.
“Levi’s isn’t a legacy brand – it’s a brand with an incredible legacy that has consistently remained at the center of culture” said Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co. “Through REIIMAGINE and our partnership with Beyoncé, one of the most influential artists of our time, we’re building on decades of classic Levi’s® iconography and celebrating what it means to lead with intent and confidence.”
“Refrigerator” launches with a fully integrated global campaign, including television, digital, social media, out-of-home and brand activations. The campaign continues the Levi’s tradition of working with the most celebrated creative talents. Matsoukas collaborated with Emmy Award-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole to capture the visual essence of “Refrigerator,” building on the legacy of iconic Levi’s campaigns and photography.
A cultural movement that refines the boundaries of fashion and music
Levi’s campaign with Beyoncé is a cultural movement that redefines the boundaries of fashion, music, and influence. As one of the most iconic brands in the denim industry, Levi’s has long been associated with timeless style and authenticity. By partnering with Beyoncé, an artist whose impact transcends music and touches facets of art, fashion, and culture, Levi’s is taking a bold step forward.
At the centre of this campaign is Beyoncé herself, a global superstar whose influence is unrivalled. Acclaimed for her powerful presence and her ability to shape trends, she perfectly embodies the spirit of Levi’s—fearless, authentic, and unapologetically bold. With her signature style and global appeal, Beyoncé brings energy and visibility to Levi’s, connecting the brand with a diverse audience and placing it squarely at the heart of modern pop culture.
The campaign isn’t just about denim—it’s about celebrating empowerment and self-expression. By aligning with Beyoncé, Levi’s is sending a message: this is more than clothing; it’s a lifestyle, a statement of individuality, and a call to embrace one’s own strength and style.
Levi’s aims to grow its influence among women by positioning itself as the go-to brand for denim, no longer just a symbol of classic American style. In essence, the Levi’s and Beyoncé partnership is a masterstroke in brand storytelling, merging the legacy of one of the world’s most recognized brands with the star power of a cultural icon.
Company Snapshot
In 1853, Levi Strauss opened a wholesale dry goods business in San Francisco that became known as Levi Strauss & Co. Seeing a need gap for work pants that could hold up under rougher conditions, he and Jacob Davis, a tailor, created the first pair of jeans. In 1873, they received a U.S. patent for “waist overalls” with metal rivets at points of strain. The first product line designated by the lot number “501” was created in 1890. Today Levi’s is a global leader in jeanswear, and it designs and markets jeans, casual wear and related accessories for men, women, and children under the Levi’s, Dockers, Beyond Yoga, Signature by Levi Strauss & Co. and Denizen brands.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
