Beyoncé Rocks Levi's in New “REIIMAGINE” Campaign Ahead of Cowboy Carter Tour

Beyoncé Stuns in Levi’s “REIIMAGINE” Campaign Wearing Blue Daisy Dukes

Queen Bey redefines classic denim style in Levi’s nostalgic tribute to its 1988 Refrigerator ad

Beyoncé continues to redefine fashion and culture, this time by stepping into a familiar pair of Levi’s for the brand’s latest “REIIMAGINE” campaign. The superstar posed confidently in classic blue daisy dukes and a white tank top, set against the backdrop of a retro roadside diner—a bold homage to Levi’s iconic 1988 Refrigerator advertisement.

Channeling Vintage Americana

For this third chapter in her evolving collaboration with Levi’s, Beyoncé dons the 501 Original shorts—arguably Levi’s most timeless silhouette. Paired with a red paisley bandana and a crisp white tank, the look effortlessly merges vintage Americana with modern edge.

Inside the campaign’s signature scene, Beyoncé strolls into the diner, walks up to a refrigerator, and pulls out a Levi’s Iconic Western Shirt. The moment, while simple, captures the essence of Levi’s denim legacy and Beyoncé’s commanding presence.

Directed by Melina Matsoukas

The campaign film, directed by Grammy-winning creative Melina Matsoukas, takes Levi’s branding to new heights with a bold visual narrative and a touch of nostalgia. Known for her work on Lemonade and various cultural-defining visuals, Matsoukas brings a cinematic lens to the ad, celebrating individuality and the enduring appeal of denim.

In true Beyoncé fashion, she radiates confidence and charisma throughout the film, turning an ordinary diner into a runway and proving once again that denim never goes out of style—especially when she’s wearing it.

Perfect Timing with the Cowboy Carter Tour

The release of the “REIIMAGINE” campaign comes just weeks before Beyoncé’s highly anticipated Cowboy Carter tour, which kicks off April 28 in Inglewood, California. Known for her ability to set trends and shift fashion conversations, the singer’s latest Levi’s moment aligns perfectly with the western-meets-glam aesthetic of the upcoming tour.

Following the high fashion of her Renaissance era, fans can expect Cowboy Carter to inspire a new wave of denim-heavy, Americana-infused street style.

A Cultural and Fashion Milestone

More than a brand collaboration, Beyoncé’s involvement in the “REIIMAGINE” campaign highlights her role as a cultural barometer. She seamlessly bridges Levi’s decades-long heritage with the contemporary fashion landscape, proving once again that true style is timeless.

Stay tuned to The Horizons Times for continued updates on Beyoncé’s fashion evolution and exclusive coverage of her Cowboy Carter tour.