When it comes to collaborations, Levi’s It does not play in minor leagues. 2023 witnessed his ability to align with giants such as Stüssy, Sacai, ERL and New Balance, while his campaign casting shone with names such as Barbie Ferreira and Emma Chamberlain. But nothing – literally nothing– Compare with your most iconic collaboration to date: Beyoncé.
The relationship between Queen Bey and the most legendary Denim brand on the planet continues to rise with the arrival of the third chapter of her collaboration: «Reiimagine: Chapter 3»a visual and stylistic ode to the iconic Levi’s spot of 1988, «Refrigerator». This delivery was directed by the visionary Melina Matsoukas, responsible for some of the most powerful audiovisual works of the last decade (yes, he also directed Formation).
The proposal is presented as a trip through the modern western. In the campaign, Beyoncé reinterprets classic codes with key pieces such as shirt Teodora Westernthe eternal 501 original shorts and the Vacationer Tank Topat a perfect crossing between inheritance, sensuality and avant -garde.
This new episode follows the narrative line marked by the two previous releases: Chapter 1: Launderette – Where Beyoncé reimagines the mythical announcement of 1985, exchanging the male protagonist for his powerful figure. In a laundry, it follows from their Levi’s and throws them to the washing machine … with diamonds. Chapter 2: Pool Hall – A tribute to the 1991 announcement, but transformed into a pool duel in cinematographic key. Beyoncé, faces a professional with Levi’s as uniform and armor.
Each delivery works as a self -expression capsule, a visual reinterpretation that makes the denim more than a garment: it transforms it into aesthetic and cultural statement. “There is no other garment that represents comfort, nostalgia, modern elegance and that classic American look like the denim”Beyoncé states in the official statement. “When I think about all that, I think of Levi’s.”
And it makes it clear: this is not one more campaign. It is a conversation between the past and present, where the file is reinvented through a female lens that is not afraid to be sexy, strong and playful at the same time. Because, as Beyoncé says, it’s about celebrating duality: Grace and power.
Levi’S®, in collaboration with the Beyoncé World icon, has released today Pool Hallthe second chapter of the Reiimagine campaign.
