Beyoncé Boosts Levi's Q1 Sales by 3% with New Campaign

Beyoncé's ongoing collaboration with Levi's has significantly boosted the brand's sales, attributed to her participation in the 'Reiimagine' campaign launched in September 2024. The latest advertisement, titled 'Refrigerator,' draws inspiration from Levi's iconic 1988 ad and features Beyoncé showcasing various denim styles, including short shorts and a denim shirt, which resonate with her Southern roots and modern aesthetic. Since her involvement, Levi's reported £1.1 billion in sales for the first quarter of 2025, marking a 3% increase from the previous year, with the campaign generating over 4.3 billion impressions and estimated media value of more than £49 million. Beyoncé's influence on fashion trends was also evident at Coachella, where she announced the launch of her third collection with Levi's, aligning with the festival's shift towards functional, minimalist styles. Fans have praised her stunning visuals in the campaign, reinforcing her status as a cultural icon. As she prepares for her upcoming Cowboy Carter tour, excitement continues to build around her partnership with Levi's.