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    • Levi’s Teases Collaboration With Beyoncé: “A New Chapter”
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    Levi’s Teases Collaboration With Beyoncé: “A New Chapter”

    Idris Bevan Posted on

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    Beyoncé Knowles-Carter is no stranger to fashion collaborations, having worked with brands like Tiffany & Co., Giorgio Armani and Adidas in groundbreaking partnerships.

    Now she’s giving fans a whole new reason to grab a pair of Levi’s jeans, as the brand appears to be announcing a new collaboration with the superstar.

    Levi’s teased the partnership with Queen Bey in a series of posts on its official Instagram account, tagging Beyoncé.

    On Tuesday, the brand released a slide in which the first image showed a billboard of a woman, presumably Beyoncé, wearing Levi’s. The sign read “Launderette” at the top, followed by “reimagined with Beyoncé” and “music Levii’s Jeans.” And it was dated September 30th.

    Another image on the slide read: “Join us as we imagine iconic stories from our past,” while another said: “A denim story like never before.”

    Levi’s first posted about the possible partnership on September 23, when the account posted a drawing of a woman riding a horse and wearing a cowboy hat. The company tagged Beyoncé in the post with the caption, “Introducing: A New Chapter.”

    Levi’s created a highlight on its official Instagram page with the same image, captioned “Levii’s.” As fans know, this is a clear reference to Beyoncé’s song “Levii’s Jeans” with Post Malone, which is featured on her latest album, Cowboy Carter.

    And as rumors of a possible collaboration with the “Levii’s Jeans” singer began circulating, social media users quickly began sharing billboard advertisements for a collaboration between Beyoncé and Levi’s Jeans, which appeared to be running in Paris and Berlin.

    As USA TODAY reported, Beyoncé’s song with Malone caused a nearly 20% increase in traffic at Levi’s stores compared to last year. The brand also said that the increase in traffic also led to an increase in Levi’s share price.

    “This isn’t just an increase in foot traffic, it’s a cultural movement that underscores the symbiotic relationship between celebrity influence and retail dynamics,” said James Ewen, vice president of marketing at pass_by.

    “This rise is not only a testament to Beyoncé’s star power, but also highlights a nuanced level of consumer behavior – where the intersection of music, fashion and iconic personalities can breathe life into traditional retail formats and create moments of connection that transcend the convenience of online shopping go out.”

    Earlier this year, rumors began circulating on social media that Beyoncé might be filming a commercial for the denim company. While this has yet to be confirmed, it’s only a matter of days before Beyhive sees exactly what the megastar has up her sleeve.

    Continue following USA TODAY Network’s Beyoncé Knowles-Carter reporter Caché McClay Instagram, TikTok And X as @cachemcclay.

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    Idris Bevan
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