Beyoncé and Levi’s are back, and this time they’re taking over a roadside diner. The global superstar and iconic denim brand have just launched Refrigerator, the third cinematic chapter in their collaborative REIIMAGINE campaign — and it’s already radiating with the same heat and attitude that’s made this partnership one of fashion’s most talked-about.
Following the success of Launderette and Pool Hall, Refrigerator continues Levi’s bold reinvention of its legacy, pulling inspiration from the brand’s classic 1988 commercial of the same name. But this isn’t just a rehash — it’s a full-scale remix, with Beyoncé front and center, channeling timeless confidence and contemporary edge in the unmistakable silhouette of Levi’s® 501® Original Shorts, an Iconic Western Shirt, a crisp white tank, and a classic red bandana.
The new film is directed by Grammy Award-winner Melina Matsoukas, with cinematography by Emmy-winner Marcell Rév (Euphoria) and photography by Mason Poole, longtime Beyoncé collaborator. Set in a sun-drenched roadside diner, the spot blurs the line between fashion campaign and short film, reimagining nostalgia through the lens of one of today’s most influential cultural forces.
There’s even a surprise cameo from Willie Jones, one of Beyoncé’s featured artists on Cowboy Carter, weaving the campaign seamlessly into her evolving country music narrative and further aligning Levi’s® with the broader cultural moment. Watch below:
“Levi’s isn’t a legacy brand — it’s a brand with an incredible legacy,” said Kenny Mitchell, Global CMO of Levi’s. “Through REIIMAGINE and our partnership with Beyoncé, we’re celebrating what it means to lead with confidence and originality, building on decades of iconic denim storytelling.”
Created in collaboration with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD, the Refrigerator chapter is the centerpiece of a fully integrated global campaign that includes TV, digital, social, out-of-home, and live brand activations around the world.
Levi’s has long been synonymous with reinvention. From the streets of San Francisco to the stages of Coachella, its 501 jeans have defined generations. Now, with Beyoncé as muse and creative force, the brand is staking its claim on the next one.
Watch the full Refrigerator film now on YouTube, and follow @levis on Instagram and TikTok for more behind-the-scenes content.
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Beyoncé reimagines Levi’s iconic 1985 Launderette spot
