Levi’s is getting closer with Beyoncé.
The denim mainstay posted a drawing reminiscent of Beyoncé’s “Cowboy Carter” album cover on Instagram Monday morning. While the only text alongside the image of a cowgirl on a horse said, “Introducing: A New Chapter,” clicking on the red and white picture produced a caption that said “beyonce.”
A spokeswoman for the brand declined to elaborate and simply said, “More to come.”
That teases some sort of a collaboration between the brand and the superstar just as they both have been going after some of the same cultural touchpoints.
The “Cowboy Carter” album this spring included the song, “Levii’s Jeans” with Post Malone.
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It’s a country-tinged love song that had Beyoncé almost literally singing Levi’s song, including the lines:
“Denim on denim, on denim, on denim
Give you high fashion in a simple white T
Give you these blues, it’s in my jeans”
Levi’s, which has been pushing denim-on-denim styles, made the most of the mention, changing its name and logo on social media to “Levii’s” to match the song title.
It was a musical mention that also seemed to resonate in brick-and-mortar.
Pass_by, which uses AI to predict IRL movements, said the single drove a 19.9 percent increase in foot traffic at Levi’s stores, compared with the Easter Week average over the prior three years.
James Ewen, vice president of marketing at Pass_by, said at the time: “Amidst a digital shopping era, the tangible experiences offered by physical stores, when amplified by cultural icons like Beyoncé, become not just relevant but vital.”
Shortly after the album dropped in April, Levi’s chief executive officer Michelle Gass told Wall Street analysts: “We continue to drive brand heat and impactful storytelling by showing up at the center of culture across music, art and design, fashion and sports. We were thrilled and honored to have Beyoncé name a song after us on her newest album. And as an example of our agility, we responded to the speed of culture, not only demonstrating our understanding of engaging social communities in an authentic way, but also generating more than 3 billion impressions and a ton of buzz for the brand that remains today.”
Levi’s clearly wants to keep that buzz going by linking with Queen Bey directly.
