{"id":837073,"date":"2025-04-14T14:49:10","date_gmt":"2025-04-14T18:49:10","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/beyonce-and-levis-launch-chapter-3-with-reiimagine-refrigerator\/"},"modified":"2025-04-14T14:49:10","modified_gmt":"2025-04-14T18:49:10","slug":"beyonce-and-levis-launch-chapter-3-with-reiimagine-refrigerator","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/beyonce-and-levis-launch-chapter-3-with-reiimagine-refrigerator\/","title":{"rendered":"Beyonc\u00e9 and Levi\u2019s\u00ae Launch Chapter 3 with REIIMAGINE: Refrigerator"},"content":{"rendered":"

<\/p>\n

Beyonc\u00e9 and Levi\u2019s\u00ae<\/sup> Launch Chapter 3 with REIIMAGINE: Refrigerator<\/i><\/b><\/p>\n

SAN FRANCISCO–(BUSINESS WIRE<\/a>)–
\nThe Levi\u2019s\u00ae<\/sup> brand, in collaboration with global icon Beyonc\u00e9, today debuted Refrigerator<\/i>, the third chapter of the REIIMAGINE campaign. In the new film and accompanying imagery, Levi\u2019s\u00ae<\/sup> continues to highlight the brand\u2019s heritage as inspiration for reinvention.\n<\/p>\n

\nThe first two chapters, Launderette<\/i> and Pool Hall<\/i>, reignited conversations around Levi\u2019s\u00ae<\/sup> legacy, with Launderette<\/i>\u2019s subversive take on the brand\u2019s classic ad and Pool Hall<\/i> paying homage to Levi\u2019s\u00ae<\/sup> deep ties to music and counterculture. The third chapter, Refrigerator<\/i>, brings the campaign into a new setting \u2013 a roadside diner \u2013 where timeless style meets undeniable confidence. Once again, Levi\u2019s\u00ae <\/sup>teamed up with Grammy Award-winning director Melina Matsoukas for this chapter, which highlights how Levi\u2019s\u00ae<\/sup> remains a canvas for individuality, self-expression, and cultural influence for today.\n<\/p>\n

\nThe campaign was conceived in creative partnership with TBWA\\Chiat\\Day LA and produced by de la revolu\u0107ion\/PRETTYBIRD.\n<\/p>\n

\nInspired by the Levi\u2019s\u00ae 1988 Refrigerator commercial, this chapter transforms the ad\u2019s original spirit into a modern statement about confidence, originality and empowerment. Set in a sun-drenched roadside diner, the film reimagines the 1988 Refrigerator ad, with Beyonc\u00e9 as the lead. In the Levi\u2019s\u00ae<\/sup> Iconic Western Shirt, 501\u00ae<\/sup> Original Shorts, a crisp white tank, and a classic red paisley bandana, she moves with confidence, ready to take on her next challenge. With a special cameo from Willie Jones, a collaborator on Cowboy Carter<\/i>, the campaign seamlessly connects the brand to Beyonc\u00e9\u2019s broader artistic universe.\n<\/p>\n

\n\u201cLevi\u2019s\u00ae isn\u2019t a legacy brand – it\u2019s a brand with an incredible legacy that has consistently remained at the center of culture,\u201d said Kenny Mitchell, global chief marketing officer of the Levi\u2019s\u00ae<\/sup> brand at Levi Strauss & Co<\/b>. \u201cThrough REIIMAGINE and our partnership with Beyonc\u00e9, one of the most influential artists of our time, we\u2019re building on decades of classic Levi\u2019s\u00ae iconography and celebrating what it means to lead with intent and confidence.\u201d\n<\/p>\n

\n\u201cRefrigerator\u201d launches with a fully integrated global campaign, including television, digital, social media, out-of-home and brand activations.\n<\/p>\n

\nThe campaign continues the Levi\u2019s\u00ae<\/sup> tradition of working with the most celebrated creative talents of our time. Matsoukas collaborated with Emmy Award-winning cinematographer Marcell R\u00e9v and acclaimed photographer Mason Poole to capture the visual essence of \u201cRefrigerator,\u201d building on the legacy of iconic Levi\u2019s\u00ae <\/sup>campaigns and photography.\n<\/p>\n

\nFor more information on the REIIMAGINE campaign, visit Levi.com<\/a> and follow @levis on Instagram and TikTok. The full version of the film can be found on YouTube.<\/a><\/p>\n

About the Levi\u2019s\u00ae<\/sup> brand<\/span><\/b><\/p>\n

\nThe Levi\u2019s\u00ae<\/sup> brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi\u2019s\u00ae<\/sup> jeans have become one of the most recognizable garments of clothing in the world\u2014capturing the imagination and loyalty of people for generations. Today, the Levi\u2019s\u00ae<\/sup> 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. For more information about the Levi\u2019s\u00ae<\/sup> brand, its products and stores, please visit levi.com.\n<\/p>\n

About Levi Strauss & Co.<\/span><\/b><\/p>\n

\nLevi 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\u00ae<\/sup>, Dockers\u00ae<\/sup>, Levi Strauss Signature\u2122 and Beyond Yoga\u00ae<\/sup> 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. For more information, go to http:\/\/levistrauss.com<\/a>, and for company news and announcements go to http:\/\/investors.levistrauss.com<\/a>.\n<\/p>\n

\"\"<\/p>\n

View source version on businesswire.com: <\/span>https:\/\/www.businesswire.com\/news\/home\/20250414081737\/en\/<\/a><\/span><\/p>\n

Media Contact
\n<\/b>
Elizabeth Owen
\n
Levi Strauss & Co.
\n
(415) 501-7777
\n
NewsMediaRequests@levi.com<\/a><\/p>\n

KEYWORDS:<\/b> United States North America California<\/p>\n

INDUSTRY KEYWORDS:<\/b> Marketing Advertising Communications Celebrity Fashion Retail Entertainment Department Stores<\/p>\n

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Beyonc\u00e9 and Levi\u2019s\u00ae Launch Chapter 3 with REIIMAGINE: Refrigerator SAN FRANCISCO–(BUSINESS WIRE)– The Levi\u2019s\u00ae brand, in collaboration with global icon Beyonc\u00e9, today debuted Refrigerator, the third chapter of the REIIMAGINE campaign. In the new film and accompanying imagery, Levi\u2019s\u00ae continues to highlight the brand\u2019s heritage as inspiration for reinvention. The first two chapters, Launderette and Pool Hall, reignited conversations around Levi\u2019s\u00ae legacy, with Launderette\u2019s subversive take on the brand\u2019s classic ad and Pool Hall paying homage to Levi\u2019s\u00ae deep ties to music and counterculture. The third chapter, Refrigerator, brings the campaign into a new setting \u2013 a roadside diner \u2013 where timeless style meets undeniable confidence. Once again, Levi\u2019s\u00ae teamed up with Grammy Award-winning director Melina Matsoukas for this chapter, … <\/p>\n

Continue reading “Beyonc\u00e9 and Levi\u2019s\u00ae Launch Chapter 3 with REIIMAGINE: Refrigerator”<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-837073","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nBeyonc\u00e9 and Levi\u2019s\u00ae Launch Chapter 3 with REIIMAGINE: Refrigerator - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/beyonce-and-levis-launch-chapter-3-with-reiimagine-refrigerator\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beyonc\u00e9 and Levi\u2019s\u00ae Launch Chapter 3 with REIIMAGINE: Refrigerator - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Beyonc\u00e9 and Levi\u2019s\u00ae Launch Chapter 3 with REIIMAGINE: Refrigerator SAN FRANCISCO–(BUSINESS WIRE)– The Levi\u2019s\u00ae brand, in collaboration with global icon Beyonc\u00e9, today debuted Refrigerator, the third chapter of the REIIMAGINE campaign. In the new film and accompanying imagery, Levi\u2019s\u00ae continues to highlight the brand\u2019s heritage as inspiration for reinvention. The first two chapters, Launderette and Pool Hall, reignited conversations around Levi\u2019s\u00ae legacy, with Launderette\u2019s subversive take on the brand\u2019s classic ad and Pool Hall paying homage to Levi\u2019s\u00ae deep ties to music and counterculture. The third chapter, Refrigerator, brings the campaign into a new setting \u2013 a roadside diner \u2013 where timeless style meets undeniable confidence. 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