Levi’s hints at Beyoncé collab in Instagram post

Earlier this year, Levi’s found itself in a marketer’s dream when Beyoncé gave the denim brand a shoutout in her song “Levii’s Jeans” on her “Cowboy Carter” album. Now, Levi’s appears to be making that dream a reality. On Monday afternoon, the San Francisco-based clothier teased a likely collaboration with the superstar singer with a post on its Instagram channel. “INTRODUCING: A New Chapter,” read the post, which included a red silhouette of a woman on horseback. By using the word “Chapter,” the post indicates a partnership could include more than one iteration. View this post on Instagram A post shared by Levi's (@levis) Fans immediately jumped on the news, which garnered 33,000 likes and multiple comments and GIFs in its first four hours. “This better be a Cowboy Carter collab,” wrote one commenter. “COWBOY CARTER WORLD TOUR SPONSORED BY LEVIIS?,” speculated another. A spokeswoman from Levi’s did not immediately return a request for comment. See Ad Age’s 2024 Breakout Brand Leaders and Work here This is not the first time Levi’s has tried to capitalize on Beyoncé’s apparent affinity for its brand. After the release of “Cowboy Carter,” Kenny Mitchel, Levi’s chief marketing officer, told Ad Age that he was “honored” to have the brand included, noting that it spoke to Levi’s cultural relevance. In March, the brand updated the spelling of its name on Instagram and TikTok to “Levii’s” in a clear nod to the singer’s creative spelling of its brand in her song title; Levi’s also added a bee, in reference to Beyoncé’s Beyhive following, to its Instagram bio.

Levi’s hints at Beyoncé collab in Instagram post

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