Levi’s® and Beyoncé Team Up Again

Levi’s® and global superstar Beyoncé have joined forces once again to launch Chapter Three of the REIMAGINEcampaign — titled “Refrigerator.” In this new film and photo series, Levi’s® looks to its rich history for inspiration, bringing classic moments back to life with a fresh, modern twist.

The first two chapters, “Launderette” and “Pool Hall,” reignited the public’s love for Levi’s® by celebrating its iconic style. “Launderette” put a bold new spin on one of Levi’s® most famous ads, while “Pool Hall” paid tribute to the brand’s deep connections to music and counterculture. Now, “Refrigerator” moves the story to a new setting — a bright roadside diner — where timeless style and pure confidence take center stage. Directed by Grammy Award-winner Melina Matsoukas, the film shows how Levi’s® continues to stand for self-expression and cultural influence.

The film draws inspiration from Levi’s® 1988 “Refrigerator” ad but reimagines it for today’s world. This time, Beyoncé steps into the spotlight. Set in a sunlit diner, she redefines the spirit of the original — turning it into a celebration of confidence, originality, and empowerment. Wearing a Levi’s® classic Western shirt, 501® Original shorts, a crisp white tank top, and a red paisley bandana, Beyoncé embodies effortless cool, ready to take on whatever comes next. Willie Jones, who worked with Beyoncé on her Cowboy Carter album, also makes a special appearance, adding another layer to the story.

Kenny Mitchell, Levi’s® Chief Marketing Officer, summed it up perfectly:
“Levi’s® isn’t just a brand with a long history — it’s a living legend that remains at the heart of culture. Through the REIMAGINE campaign and our collaboration with Beyoncé, we’re honoring Levi’s® classic heritage while embracing the confident, forward-thinking spirit that defines our future.”

The project continues Levi’s® tradition of working with top creative talents. Melina Matsoukas once again teams up with Emmy-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole to bring “Refrigerator” to life — capturing the bold, unmistakable energy that has always defined Levi’s®.