It looks like a collaboration between Levi’s and Beyoncé is on the horizon.
After establishing herself as a real cowgirl in Cowboy Carter, Beyoncé started a partnership with Levi’s. There are still very few revelations regarding this collaboration but the clues left by both the singer and the jeans brand were irrefutable.
A post from the official Renaissance World Tour X account, dedicated to Beyoncé’s world tour last year, claimed that the singer would remake the 1950s Levi’s ‘Laundrette’ advert with ‘The Levi’s Jeans Song, out in September .
And it is precisely this song Levi’s Jeans, produced in collaboration with Post Malone as the seventeenth track of the album Cowboy Carter, which led all Queen B fans to think that the collaboration with the brand was around the corner.
“Boy, I’ll let you be my Levi’s jeans.”, “Oh, you wish you were my Levi’s jeans,” repeatedly quote the lyrics of the song.
Additionally, the brand references in the song resulted in a notable increase in sales for Levi’s, leading to Beyoncé being openly praised by the company’s chief financial officer. As reported by Billboard, on this occasion Harmit Singh, CFO of Levi’s, spoke about the artist’s influence on the world of entertainment:“There’s no better person than [Beyoncé], who we call the center of culture”.
What the collaboration could entail is yet to be discovered, but further confirmation comes to us from the official Levi’s social networks.
A few days ago, in fact, the American denim giant anticipated the partnership with the “Texas Hold ‘Em” singer on his Instagram, where he shared a post of a screen-printed graphic on a t-shirt, showing the silhouette of a woman, looking like Beyoné, on horseback. The drawing of the singer, as in her album, also wears pointed boots and a cowboy hat.
“INTRODUCING: A New Chapter,” Levi’s wrote in the caption, as well as tagging Beyoncé on the photo.
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