A cryptic Instagram post from Levi's suggested that Beyoncé's 'Cowboy Carter' theme is going to continue.
Beyoncé, whose"Cowboy Carter" album features the brand in the"Levii's Jeans" track, is lighting up foot traffic at the company's stores.
The denim mainstay posted a drawing reminiscent of Beyoncé’s “Cowboy Carter” album cover on Instagram Monday morning. While the only text alongside the image of a cowgirl on a horse said, “Introducing: A New Chapter,” clicking on the red and white picture produced a caption that said “beyonce.” between the brand and the superstar just as they both have been going after some of the same cultural touchpoints.
Levi’s, which has been pushing denim-on-denim styles, made the most of the mention, changing its name and logo on social media to “Levii’s” to match the song title. James Ewen, vice president of marketing at Pass_by, said at the time: “Amidst a digital shopping era, the tangible experiences offered by physical stores, when amplified by cultural icons like Beyoncé, become not just relevant but vital.
Shortly after the album dropped in April, Levi’s chief executive officer Michelle Gass told Wall Street analysts: “We continue to drive brand heat and impactful storytelling by showing up at the center of culture across music, art and design, fashion and sports. We were thrilled and honored to have Beyoncé name a song after us on her newest album.
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