The Denim Levi’s garment brand presented the third installment of the Reiimagine campaign, under the title of “Refrigerator”starring Beyoncé’s style.
The audiovisual project stands out an outfit composed of some iconic products from the firmamong them the classic Ionic Western Shirt and the original Shorts 501.
What was not achieved at the time does Levis with #Christinaaguilera and #Beyoncé. pic.twitter.com/kw7yathf15
– rich ???????? Moctezuma (@ricardoisaac3) April 23, 2025
With the denim look, during the clip of the campaign, the interpreter of “Texas Hold ‘Em” pays tribute to Levi’s classic garments and models them as part of their individuality.
“‘Refrigerator’ is a modern statement of trust, originality and empowerment.
“Through Reiimagine and our collaboration with Beyoncé, we are building on decades of Levi’s classical iconography and celebrating what it means to lead with intention and confidence,” Kenny Mitchell, Global Marketing Director of the brand in a statement commented.
For the campaign, the video clip was carried out by the director Melina Matsoukas, who had the talent of Marcell Rév in the cinematography and Mason Poole photographs.
The third installment was launched after the trend imposed in the chapters of the campaign “Launderette” and “Pool Hall”where the pop diva looks outfits attached to the cowboy style that has characterized its most recent album Cowboy Carter.
The union between the Fashion Brand and the Grammy Multi -Clerk is recorded after the famous song “Levii’s jeans”which triggered the momentary change of the name of the denim company to be stylized as Levii’s.
