Beyoncé Knowles-Carter and Levi’s are again with Chapter Three of their collaboration reimagining traditional advertising spots from the denim model’s historical past.
This outing, which Beyoncé began to tease on her Instagram account on Monday, recasts the model’s 1988 “Fridge” advert.
However whereas the unique advert stars a scorching younger man at a dusty street cease who’s preserving his Levi’s denims within the fridge, Beyoncé takes the main function within the remake, enjoying a waitress briefly shorts who retains her denim shirt cool so she will be able to put on it when she goes off shift. Beyoncé wears the Levi’s Iconic Western Shirt, 501 Authentic Shorts, a white tank and a crimson paisley bandana.
That is Chapter 3 for Beyoncé and Levi’s collaboration.
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Directed by Grammy Award-winner Melina Matsoukas, Levi’s is trying to underscore that it “stays a canvas for individuality, self-expression, and cultural affect for as we speak.”
The collaboration’s first two chapters remade Levi’s “Launderette” and “Pool Corridor” adverts, displaying off only a portion of the model’s deep archives.
“Levi’s isn’t a legacy model — it’s a model with an unimaginable legacy that has persistently remained on the middle of tradition,” stated Kenny Mitchell, world chief advertising officer of the Levi’s model at Levi Strauss & Co. “By Reiimagine and our partnership with Beyoncé, one of the crucial influential artists of our time, we’re constructing on many years of traditional Levi’s iconography and celebrating what it means to guide with intent and confidence.”
Levi’s and Beyoncé have labored collectively over time, however reconnected final fall after the singer’s Cowboy Carter album included “Levii’s Denims,” a duet with Submit Malone.
Beyoncé on the spot’s roadside diner.
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Beyoncé’s cowboy second got here alongside at simply the best time for Levi’s, which has been trying to construct its ladies’s enterprise whereas additionally pushing denim-on-denim seems to be.
Michelle Gass, Levi’s chief government officer and president, informed analysts this month that, “Since launching Reiimagine in September of 2024, the marketing campaign has generated greater than 4.3 billion impressions and greater than $65 million in estimated earned media worth, persevering with to assist us drive fairness good points with women and men throughout our markets.”
