It’s not even summer yet, and Beyoncé is already heating things up. For the latest installment of Levi’s REIIMAGINE campaign, released on April 14, Baddie Bey works up a sweat behind the counter of a roadside diner.
“Levi’s isn’t a legacy brand — it’s a brand with an incredible legacy that has consistently remained at the center of culture,” said Kenny Mitchell, chief marketing officer at Levi Strauss & Co. “Through REIIMAGINE and our partnership with Beyoncé, one of the most influential artists of our time, we’re building on decades of classic Levi’s iconography and celebrating what it means to lead with intent and confidence.”
The modern reimagining of Levi’s 1988 refrigerator campaign, features Beyoncé in Levi’s 501 Original Shorts a tiny white tank top and red bandana in the sweltering heat. She opens a nearby refrigerator, pulls out a denim shirt and sashays out the door.
Grammy-winning director Melina Matsoukas, Emmy-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole helmed the new campaign, which features a cameo from Cowboy Carter collaborator, Willie Jones. The campaign was conceived in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD, according to Levi’s.
Chapter 3 of the Levi’s campaign arrives two weeks before Beyoncé kicks off her highly anticipated Cowboy Carter Tour on April 28 in Inglewood, Calif.
Getting ready for the tour? Shop denim shorts below.
Levi’s 501 High Rise Women’s Denim Shorts: $49.99
Season 9 