Levi’s® and Beyoncé launched the third part of their collaboration this week. Named Refrigerator, this is the third chapter of the REIIMAGINE campaign. You can have a look at the previous campaign here.
In the new film and accompanying imagery, Levi’s® continues to highlight the brand’s heritage as inspiration for reinvention.
The first two chapters, Launderette and Pool Hall, reignited conversations around Levi’s® legacy. it was about the 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 new setting – a roadside diner – where timeless style meets undeniable confidence. Once again, Levi’s® teamed up with director Melina Matsoukas. And this chapter highlights how Levi’s® remains a canvas for individuality, self-expression, and cultural influence for today.
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. Wearing the Iconic Western Shirt, 501® Original Shorts, a crisp white tank Beyoncé moves with confidence, ready to take on her next challenge. With a special cameo from Willie Jones, a collaborator on Cowboy Carter, the campaign seamlessly 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,” comments Kenny Mitchell, global chief marketing officer. “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.”
The campaign continues the Levi’s® tradition of working with the most celebrated creative talents of our time. 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.
