Beyoncé Knowles-Carter and Levi’s are back with Chapter Three of their collaboration reimagining classic marketing spots from the denim brand’s history.
This outing, which Beyoncé started to tease on her Instagram account on Monday, recasts the brand’s 1988 “Refrigerator” ad.
But while the original ad stars a hot young man at a dusty road stop who is keeping his Levi’s jeans in the refrigerator, Beyoncé takes the leading role in the remake, playing a waitress in short shorts who keeps her denim shirt cool so she can wear it when she goes off shift. Beyoncé wears the Levi’s Iconic Western Shirt, 501 Original Shorts, a white tank and a red paisley bandana.
This is Chapter 3 for Beyoncé and Levi’s collaboration.
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Directed by Grammy Award-winner Melina Matsoukas, Levi’s is looking to underscore that it “remains a canvas for individuality, self-expression, and cultural influence for today.”
The collaboration’s first two chapters remade Levi’s “Launderette” and “Pool Hall” ads, showing off just a portion of the brand’s deep archives.
“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.”
Levi’s and Beyoncé have worked together over the years, but reconnected last fall after the singer’s Cowboy Carter album included “Levii’s Jeans,” a duet with Post Malone.
Beyoncé at the spot’s roadside diner.
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Beyoncé’s cowboy moment came along at just the right time for Levi’s, which has been looking to build its women’s business while also pushing denim-on-denim looks.
Michelle Gass, Levi’s chief executive officer and president, told analysts this month that, “Since launching Reiimagine in September of 2024, the campaign has generated more than 4.3 billion impressions and more than $65 million in estimated earned media value, continuing to help us drive equity gains with men and women across our markets.”
