Levi’s Teases New Collaboration With Beyoncé In Instagram Posts
Beyoncé is giving fans yet another reason to grab a pair of Levi’s as the brand gears up for a new collaboration with the superstar. Levi’s teased the partnership with Queen Bey through a series of posts on its official Instagram, tagging Beyoncé along the way.
On Tuesday, Levi’s shared a slide with the first image showing a billboard featuring a woman (likely Beyoncé) rocking Levi’s. The sign read “launderette” at the top, followed by “reimagined with Beyoncé” and “music Levii’s Jeans,” all stamped with the date Sept. 30.
One of the other images in the slide read, “join us as we imagine iconic stories from our past,” while another teased, “a denim story like never before.”
Levi’s first hinted at the partnership on Sept. 23 when they posted a drawing of a woman in a cowboy hat riding a horse, tagging Beyoncé with the caption, “Introducing: A New Chapter.” They even created an Instagram highlight with the same image, calling it “Levii’s.” Fans quickly connected the dots, recognizing a nod to Beyoncé’s track with Post Malone, “Levii’s Jeans,” from her latest album, “Cowboy Carter.”
Beyoncé’s song featuring Malone has already worked its magic, driving a nearly 20% jump in foot traffic to Levi’s stores compared to last year, and also giving the brand’s stock price a boost.
“This isn’t just a spike in foot traffic; it’s a cultural movement, underscoring the symbiotic relationship between celebrity influence and retail dynamism,” says James Ewen, vice president for marketing at pass_by.
Ewen added, “This surge is not merely a testament to Beyoncé’s star power but highlights a nuanced layer of consumer behavior—where the intersection of music, fashion, and iconic personalities can breathe life into traditional retail formats, creating moments of connection that transcend the convenience of online shopping.”
And it’s been a busy month for Beyoncé! She also released a new promo video for her whisky brand, SirDavis American Whisky. The ad, which she shared on Instagram on Sunday (Sept. 22), celebrates both the spirit and the superstar herself.
Set to Betty Davis’ track “They Say I’m Different,” the video kicks off with Beyoncé getting her hair done for a photoshoot. She later steps out with a fresh new look, relaxing in a dressing room, on a jet, and at a ranch, casually sporting jeans and a tank top. Throughout the video, the words “The Muse,” “The Founder,” and “The Woman” flash against an off-white backdrop.
