"Denim on denim on denim on denim," Beyoncé sings on Levi's Jeans, one of the standout songs on her new album Cowboy Carter.
In the week following the album's release, clothing company Levi Strauss & Co saw a 20% increase in US store traffic and a 20% increase in its stock price. In the UK, John Lewis reported that searches for "ladies' Levi's jeans" increased by 263% after the recording was released, the Guardian reported.
Beyoncé posted an image on Instagram of herself wearing a pair of jeans with a denim shirt and a denim bag. Instagram account @databutmakeitfashion, which tracks consumer style behavior, reports that mentions of double denim have increased by 14% on social media since the release of the Cowboy Carter album.
Double denim, sometimes known as a Canadian tuxedo, has long been the subject of controversy. He is perceived either as the epitome of bad taste or as perfect cowboy style. Beyonce sticks to the latter. Lil Nas X, Lizzo and Harry Styles have also experimented with cowboy style, and Pharrell Williams' latest collection for Louis Vuitton was western-themed.
Levi Strauss took the megastar's nod and temporarily changed their Instagram name to Levii's as a tribute. Speaking on a conference call last week, CEO Michel Gass emphasized the brand's position at the heart of culture.
"I don't think there's any better proof than having someone like Beyoncé, who is a culture creator, name a song after us," Gass said.
Natalie Dixon is head of luxury brand partnerships for women at Flannels, the chain the singer is collaborating with on her 2023' Renaissance tour.
"Beyoncé has a really unique ability to influence trends with her work. Brands can really take advantage of the wave of Beyoncé's influence - as we're seeing right now with Levi's," Dixon said.
The Business of Fashion senior correspondent Sheena Butler-Young warned that the Beyoncé effect won't last forever for Levi's. In order for the "revenue success" to continue, she says, a key task is to excite and woo younger shoppers with marketing and products, which Beyoncé certainly helps, and broaden the appeal beyond a single print./BGNES
A Beyoncé song has led to increased interest in a brand of jeans
