Levi’s teases a new collaboration with Beyoncé

Beyoncé Knowles-Carter is no stranger to fashion collaborations, having worked with such brands as Tiffany & Co., Giorgio Armani and Adidas in internet-breaking partnerships.
Now, she’s giving fans a whole new reason to snag a pair of Levi’s Jeans as the brand is seemingly 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, while tagging Beyoncé.
On Tuesday, the brand posted a slide, and the first image featured a billboard of a woman, presumably Beyoncé, wearing Levi’s. The sign read, “launderette” at the top and continued with “reimagined with Beyoncé” and “music Levii’s Jeans.” And it was stamped with the date Sep. 30.
Another image in the slide read, “join us as we imagine iconic stories form our past” while another said, “a denim story like never before.”
Need a break? Play the USA TODAY Daily Crossword Puzzle.
Levi’s first posted about the potential partnership Sep. 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 a caption that read, “Introducing: A New Chapter.”
Levi’s created a highlight on its official Instagram page with the same image, titled “Levii’s.” As fans know, this a clear reference to Beyoncé’s song with Post Malone, “Levii’s Jeans,” featured off her latest album, “Cowboy Carter.”
And as the buzz made rounds of a potential collaboration with the “Levii’s Jeans” singer, social media users quickly began circulating billboard ads for a Beyoncé and Levi’s Jeans collaboration that were apparently displayed in Paris and Berlin.
As USA TODAY reported, Beyoncé’s song featuring Malone caused a nearly 20% spike in traffic at Levi’s brick-and-mortar stores compared to last year. The brand also said the increase in traffic has also caused a jump in Levi’s stock price.
“This isn’t just a spike in foot traffic, it’s a cultural movement underscoring the symbiotic relationship between celebrity influence and retail dynamism,” said James Ewen, vice president for marketing at pass_by.
“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.”
Earlier this year, rumors began circulating around social media about Beyoncé potentially filming an ad for the denim company. While this has yet to be confirmed, it is only a matter of days before the Beyhive will see exactly what’s up the megastar’s sleeves.
Follow Caché McClay, the USA TODAY Network’s Beyoncé Knowles-Carter reporter, on Instagram, TikTok and X as @cachemcclay.