Beyoncé and Levi’s® have unveiled the third chapter of their REIIMAGINE campaign, titled “Refrigerator,” a modern reinterpretation of Levi’s iconic 1988 Refrigerator commercial. This collaboration builds on the success of earlier chapters, “Launderette” and “Pool Hall,” which reimagined classic Levi’s advertisements with Beyoncé’s unique vision. Directed by Grammy-winning filmmaker Melina Matsoukas, the campaign highlights Levi’s heritage while celebrating Beyoncé as a cultural icon.
The campaign was produced by de la revolućion/PRETTYBIRD and conceptualised in creative collaboration with TBWA\Chiat\Day LA. This chapter takes inspiration from the Levi’s® 1988 refrigerator advertisement and turns it into a contemporary message on self-assurance, creativity, and empowerment. The film, which stars Beyoncé, is a reimagining of the 1988 Refrigerator commercial and is set in a sun-drenched rural cafe. She moves confidently, prepared to take on her next challenge, wearing a classic red paisley bandana, 501® Original Shorts, a white tank, and a Levi’s® Iconic Western Shirt. Willie Jones, a collaborator on Cowboy Carter, makes a special appearance in the campaign, which effectively links the brand to Beyoncé’s wider creative 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” debuts with a comprehensive worldwide campaign that includes brand activations, digital, social media, broadcast, and out-of-home advertising.
The ad carries on Levi’s® legacy of collaborating with the most renowned contemporary creative talents. Building on the tradition of recognisable Levi’s® advertising and photography, Matsoukas worked with Emmy Award-winning cinematographer Marcell Rév and celebrated photographer Mason Poole to capture the visual essence of ‘Refrigerator’.
About the Levi’s® brand
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading denim and accessories are available in more than 120 countries, allowing individuals around the world to express their personal style.
About Levi Strauss & Co.
Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and a global leader in denim. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi’s®, Dockers®, Levi Strauss Signature™ and Beyond Yoga® brands. Its products are sold in more than 120 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,400 brand-dedicated stores and shop-in-shops. Levi Strauss & Co. ‘s reported 2024 net revenues were $6.4 billion.
