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Beyoncé made headlines at the 2024 iHeartRadio Music Awards, held on April 1, 2024, at the Dolby Theatre in Los Angeles.
In an exciting development, Levi Strauss reached out to Beyoncé’s devoted fanbase, known as the Beyhive, after hinting at a collaboration with the iconic artist in an Instagram post.
Following the announcement, Levi’s shares saw a brief uptick, gaining approximately 1% on the day.
The Instagram post featured an image of a woman in a cowboy hat riding a horse, accompanied by the intriguing caption “INTRODUCING: A New Chapter.” This reference aligns closely with Beyoncé’s recent country album, “Cowboy Carter,” which has certainly captured public attention. The post also tagged Beyoncé’s account, sparking excitement among her fans.
Beyoncé’s album includes a track titled “LEVII’S JEANS,” further linking her to the Levi’s brand.
Recently, the denim industry has noted a resurgence, with companies like American Eagle and Abercrombie & Fitch reporting positive trends that have aided in boosting their sales. Despite having fallen short of Wall Street’s sales expectations in their second-quarter earnings this June, Levi’s management remains optimistic about the future of denim. CEO Michelle Gass emphasized that interest in denim clothing has never been higher, particularly for items beyond traditional jeans, such as skirts and dresses.
As of now, Levi’s representatives have not responded to inquiries from CNBC regarding the potential collaboration with Beyoncé.
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