Reimagine Chapter 3: Beyoncé rewrites the Levi’s archive

When it comes to collaborations, Levi’s isn’t playing in the minor leagues. 2023 saw its ability to align with giants like Stüssy, sacai, ERL, and New Balance, while its campaign cast shone with names like Barbie Ferreira and Emma Chamberlain. But nothing—literally nothing—compares to its most iconic collaboration to date: Beyoncé.

The relationship between Queen Bey and the most legendary denim brand on the planet continues to soar with the arrival of the third chapter of their collaboration: “Reimagine: Chapter 3,” a visual and stylistic ode to Levi’s iconic 1988 spot, “Refrigerator.” This installment was directed by the visionary Melina Matsoukas, responsible for some of the most powerful audiovisual works of the last decade (yes, she also directed Formation).

3 photos

The campaign is presented as a journey through the modern Western. In the campaign, Beyoncé reinterprets classic codes with key pieces like the Teodora Western shirt, the timeless 501 Original Shorts, and the Vacationer Tank Top, in a perfect fusion of heritage, sensuality, and avant-garde.

This new installment follows the narrative path established by the two previous releases: Chapter 1: Launderette — where Beyoncé reimagines the iconic 1985 ad, swapping the male protagonist for her powerful figure. In a laundromat, she takes off her Levi’s and throws them into the washing machine… with diamonds. Chapter 2: Pool Hall — a tribute to the 1991 ad, but transformed into a cinematic pool duel. Beyoncé faces off against a professional wearing Levi’s as her uniform and armor.

Each installment functions as a capsule of self-expression, a visual reinterpretation that turns denim into something more than a garment: it transforms it into an aesthetic and cultural statement. “There’s no other garment that embodies comfort, nostalgia, modern elegance, and that classic American look like denim,” Beyoncé says in the official statement. “When I think of all of that, I think of Levi’s.”

And she makes it clear: this isn’t just another campaign. It’s a conversation between past and present, where the archive is reimagined through a feminine lens that isn’t afraid to be sexy, strong, and playful all at the same time. Because, as Beyoncé says, it’s about celebrating duality: grace and power.

Levi’s®, in collaboration with global icon Beyoncé, today debuted Pool Hall, the second chapter of the REIIMAGINE campaign.