BEYONCÉ AND LEVI’S LAUNCH REIIMAGINE: CHAPTER 3

Global superstar Beyoncé and iconic denim brand Levi’s are back with a bold new chapter in their creative collaboration. Blending legacy with the latest installment of the REIIMAGINE campaign brings the past into the present with style, soul, and confidence.

The third chapter of the campaign takes set in a roadside diner, a classic environment we all know, and feel a nostalgic comfort to. The film reimagines Levi’s Refrigerator commercial from 1988, starring Beyoncé, even featuring a special cameo from Cowboy Carter collaborator Willie Jones. Levi’s collaborated with Melina Matsoukas for the creation of the project, who is a Grammy Award-winning director with outstanding talent for self-expression. 

Furthermore, Matsoukas collaborated with Emmy Award-winning cinematographer Marcell Rév and renowned photographer Mason Poole to capture the visual essence of Refrigerator, building on Levi’s legacy of iconic photography.

According to Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co.:“Levi’s is not a heritage brand – it’s a brand with an incredible heritage that has consistently remained at the heart of culture. With REIIMAGINE and our collaboration with Beyoncé, one of the most influential artists of our time, we’re building on decades of Levi’s iconography and celebrating what it means to lead with purpose and confidence.”

For more information about the REIIMAGINE campaign, visit and follow @levis on Instagram and TikTok.