Beyoncé’s partnership with Levi’s has redefined denim marketing through the “REIIMAGINE” campaign, blending nostalgia with contemporary flair.
A Cultural Collaboration
The collaboration was inspired by Beyoncé’s song “Levii’s Jeans” from her 2024 album Cowboy Carter, featuring Post Malone. Levi’s embraced the track’s popularity by rebranding their Instagram to “Levii’s” and launching the “REIIMAGINE” campaign in September 2024. This campaign aims to celebrate women’s history with the brand and is structured into four chapters, each reimagining iconic Levi’s advertisements
Chapter Highlights
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Chapter 1: Launderette
Beyoncé reinterprets the classic 1985 “Launderette” ad, donning a denim cowboy hat, white cropped tee, and Levi’s jeans. The ad features modern touches like denim-inspired nail art, blending vintage aesthetics with contemporary style -
Chapter 2: Pool Hall
In this installment, Beyoncé engages in a high-stakes pool game against actor Timothy Olyphant, showcasing a bedazzled denim ensemble. The campaign emphasizes individuality and reinvention, featuring pieces like Ribcage Wide Leg jeans and the Spade Trench -
Chapter 3: Refrigerator
Recently launched, this chapter continues the theme of reimagining Levi’s heritage, though specific details remain under wraps .
Impact and Reception
Since the campaign’s inception, Levi’s has experienced a significant boost in sales, reporting £1.1 billion in the first quarter of 2025—a 3% increase from the previous year. The campaign has garnered over 4.3 billion media impressions and an estimated media value exceeding £49 million. Levi’s CEO Michelle Gass attributes this success to Beyoncé’s influence, noting enhanced brand relevance and increased engagement among both male and female consumers
Looking Ahead
With the “REIIMAGINE” campaign still unfolding, anticipation builds for the remaining chapters. Beyoncé’s ability to merge fashion, music, and cultural narratives continues to resonate, solidifying her role as a transformative figure in both the entertainment and fashion industries.
In the latest chapter of Levi’s REIIMAGINE campaign, Beyoncé brings a fresh perspective to the iconic 1988 “Refrigerator” ad, showcasing her signature style and empowering presence. Set in a sunlit roadside diner, the ad features Beyoncé confidently striding in a crisp white tank, Levi’s 501® Original Shorts, an Iconic Western Shirt, and a red paisley bandana. This ensemble pays homage to classic Americana while highlighting Beyoncé’s modern flair. The campaign, directed by Melina Matsoukas, continues to celebrate Levi’s heritage through a contemporary lens.
Beyoncé’s collaboration with Levi’s has significantly impacted the brand’s performance. Since the campaign’s inception, Levi’s reported £1.1 billion in sales for the first quarter of 2025, marking a 3% increase from the previous year. The campaign has garnered over 4.3 billion media impressions and an estimated media value exceeding £49 million. Levi’s CEO Michelle Gass attributes this success to Beyoncé’s influence, noting enhanced brand relevance and increased engagement among consumers.
As the REIIMAGINE campaign unfolds, Beyoncé continues to redefine denim fashion, blending nostalgia with contemporary elegance. Her portrayal in the “Refrigerator” ad not only honors Levi’s legacy but also sets the stage for future chapters that promise to captivate audiences worldwide.
