With Refrigerator , Beyoncé revisits a Levi&#39;s icon and celebrates confidence and creativity.

In the golden glow of a setting sun, a roadside diner becomes the setting for a new lease on life. Levi&#39;s and <a href="https://www.lofficiel.com/pop-culture/beyonce-entre-dans-l-histoire-avec-son-grammy-du-meilleur-album-country" target="_blank" rel="noopener">Beyoncé</a> , muse of the contemporary era, unveil Refrigerator , the third chapter of the REIIMAGINE campaign, an ode to reinvention, confidence, and a reimagined legacy. Following Launderette and Pool Hall , which respectively mischievously repurposed a classic Levi’s ad and celebrated the brand’s rebellious musical soul, Refrigerator is a new installment in a constantly evolving visual and cultural saga. Through the lens of <a href="https://www.lofficiel.com/pop-culture/les-meilleurs-looks-du-tapis-rouge-des-grammys-2025" target="_blank" rel="noopener">Grammy Award</a> -winning director Melina Matsoukas , this new installment delves into the brand’s roots while propelling them into the present with a edgy, resolutely modern elegance.

Chapter 3: “Refrigerator” reimagined with Beyoncé. #LiveInLevis

Inspired by the iconic 1988 ad, Refrigerator doesn&#39;t just revisit: it reinvents. Here, icon <a href="https://www.lofficiel.com/pop-culture/blue-ivy-et-beyonce-seront-mere-et-fille-dans-la-suite-du-roi-lion" target="_blank" rel="noopener">Beyoncé</a> embodies the Levi&#39;s spirit in a silhouette that&#39;s both timeless and impactful—a western shirt, 501 Original shorts, a crisp white tank top, and a red bandana tied with aplomb. She strides forward with the confidence of someone who knows where they come from and where they&#39;re going. The diner becomes a symbol of a legendary American space, transformed into a stage for self-affirmation. Alongside Beyoncé , Cowboy Carter collaborator Willie Jones adds a touch of modern country to this already vibrant fresco. The collaboration with TBWA\Chiat\Day LA and the production provided by de la revolućion/PRETTYBIRD allowed this film to unfold in all its aesthetic power, carried by the eye of the cinematographer Marcell Rév , awarded with the <a href="https://www.lofficiel.com/pop-culture/2024-emmys-tapis-rouge-meilleurs-looks" target="_blank" rel="noopener">Emmy Awards</a> , and the shots of the talented Mason Poole , faithful accomplice of Beyoncé .

“Levi’s isn’t just a heritage brand—it’s a brand with an incredible legacy that remains at the heart of the culture,” says Kenny Mitchell , global marketing director of Levi Strauss &amp; Co. And it’s this culture—living, moving, reinvented—that Refrigerator celebrates. Deployed globally through an integrated campaign combining television, digital, out-of-home and social media, REIIMAGINE confirms that Levi&#39;s continues to be a blank canvas for individual expression and cultural creativity. Beyoncé embodies this truth with the quiet power of those who transform everything they touch into an icon. So, in the shadow of a half-open fridge, between nostalgia and rebirth, Levi&#39;s doesn&#39;t just revisit history: the brand rewrites it — with style, with strength, and with Queen B.

Beyoncé and Levi’s reinvent a cult ad with the third chapter of REIIMAGINE

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