Beyoncé at the 2024 iHeartRadio Music Awards, which will be held on April 1, 2024, at the Dolby Theater in Los Angeles.
Michael Buckner | Billboard |
Levi Strauss called together the Beyhive on Monday after hinting at a possible collaboration with Beyoncé in an Instagram post.
The brand's share price rose briefly after the update and was last up about 1% on Monday.
The post included a picture of a woman wearing a cowboy hat on a horse with the caption “INTRODUCING: A New Chapter.” In addition to the references to Beyoncé's latest album, “Cowboy Carter,” Levi's also tagged the superstar's account in the post, causing a stir among her fan base, known as the Beyhive.
Beyoncé's country album, released earlier this year, features a song called “LEVII'S JEANS.”
Denim has been experiencing a resurgence recently, with brands like American Eagle And Abercrombie & Fitch and described the trend as a contribution to the revival of sales.
Levi's' second-quarter earnings in June missed Wall Street's revenue expectations, but the brand's leadership insisted that denim's future was bright. CEO Michelle Gass told analysts at the time that denim's popularity had never been higher, especially in clothing items other than pants, such as denim skirts or dresses.
Representatives for Levi's did not immediately respond to CNBC's request for comment on the possible collaboration with Beyoncé.
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