Overview

• Beyoncé unveiled Chapter 3 of the 'Reimagine' campaign on April 14, reinterpreting Levi's 1988 'Refrigerator' ad.
• The campaign showcases Beyoncé as a waitress in Levi's Iconic Western Shirt and 501 Original Shorts, highlighting denim-on-denim fashion.
• Directed by Melina Matsoukas, the collaboration emphasizes Levi's legacy as a platform for individuality and cultural resonance.
• The release strategically aligns with Beyoncé's upcoming 'Cowboy Carter' tour, which begins April 28 and spans U.S. and European stadiums.
• Since its launch in September 2024, the 'Reimagine' campaign has generated over 4.3 billion impressions and $65 million in earned media value.