The story of Levi’s continues to be written with golden letters, this time by the hand of one of the most influential figures in the contemporary world: Beyoncé. In a collaboration that is already iconic, the brand presents refrigerator, the third chapter of the Reiimagine campaign, where fashion, cultural heritage and reinvention are in the same scenario.
After the powerful releases of Launderette and Pool Hall —That paid tribute to Levi’S®’s legacy in music, counterculture and advertising, “Refrigerator arrives to reimagine the 1988 commercial classic under a new light.
This time, the stage is a sunny road restaurant, where Beyoncé, dressed in an iconic western shirt, the essential Shorts 501 original, a white -sleeved white shirt and the classic red handkerchief of country printed country, reaffirms its status as an emblem of power, authenticity and timeless style.
Directed by the winner Melina Matsoukas “Levi’s creative collection in this series,” and with a musical collaboration by Willie Jones, Refrigerator not only pays tribute to the past: redefine it. Each Beyoncé movement within this space loaded with light and texture seems to whisper that the best traditions are not preserved: they reinvent themselves.
This new chapter underlines Levi’s’s spirit as a living brand, capable of evolving without losing its essence. As explained Kenny Mitchell, Chief Marketing Officer Global by Levi Strauss & Co., “Levi’s is not a legacy brand, it is a brand with an incredible legacy that has consistently remained in the center of culture.”
And Refrigerator demonstrates it: it is a tribute to individuality, self -expression and trust, values that, today more than ever, find echo in the new generations.
The refrigerator campaign is part of a global deployment that covers television, digital media, social networks, exterior advertising and brand activations.
In addition, add the visual talent of the director of photography Marcell Rév And of the renowned photographer Mason Pooleensuring that the aesthetics of this chapter is as unforgettable as its message.
Levi’s and Beyoncé reaffirm so fashion goes beyond clothing: it is a cultural statement. And in a world that constantly changes, being faithful to oneself remains the maximum expression of style.
Discover more about Reiimagine at Levis.com/liveinlevis and followed them in @levis on Instagram and Tiktok.
