Beyoncé Joins Levi’s For Chapter Three Collab
Beyoncé Reimagines an Icon in Chapter Three of Her Levi’s Collaboration
Beyoncé Knowles-Carter and Levi’s are back at it again—this time rewriting denim history with Chapter Three of their powerful partnership. In a bold nod to the iconic 1988 “Refrigerator” ad, Queen Bey takes center stage as a waitress, dressed head-to-toe in Levi’s, serving up attitude, confidence, and timeless style.
Directed by the brilliant Melina Matsoukas, the campaign pays tribute to Levi’s deep roots in cultural storytelling and personal expression. It’s more than an ad—it’s a celebration of how fashion, music, and identity intersect. Beyoncé’s cool yet commanding presence reminds us why Levi’s has always been more than just jeans—it’s a movement.
Kenny Mitchell, Levi’s global CMO, summed it up perfectly: this campaign reflects the brand’s ongoing relevance and its partnership with one of the most influential voices of our time. “We’re celebrating confidence and intent,” he shared, pointing to Beyoncé as a symbol of both.
The timing couldn’t be more perfect. Beyoncé reignited her Levi’s collaboration alongside her genre-blending Cowboy Carter album—a move that seamlessly blends her Southern roots with fashion-forward denim. It also aligns with Levi’s bigger vision: expanding its women’s business and leaning hard into the denim renaissance.
And it’s working. Levi’s Reimagine initiative, launched in September 2024, has been a cultural and commercial success, racking up over 4.3 billion impressions and generating a massive $65 million in earned media value. That’s not just a win for Levi’s—it’s a global boost in brand equity.
With Beyoncé leading the charge, Levi’s isn’t just riding the denim wave—it’s shaping what the future of style looks like.
