by Nahlah Abdur-Rahman
April 8, 2024
Stocks in Levi’s jeans soars after Beyonce’s new song shouts the brand out.
Beyoncé’s impact on fashion strikes again. Upon the song “Levii’s Jeans” releasing on her new album, “Cowboy Carter,” stocks in the Levi’s brand rose 20 percent.
CBS News announced the stock price increase occurred on April 4, pushed by Beyoncé’s mention of the American brand. The track, featuring Post Malone, appeared with the rest of the album on March 29. However, the success of this particular song has bled over into the fashion industry.
Upon the news, Levi’s CEO Michelle Gass expressed how this “moment” stirred by Queen Bey has impacted their business.
“I would just say that denim is having a moment and the Levi’s brand is having a powerful moment around the world,” said Gass. “One of the things that really is significant about the Levi’s brand and we place a lot of emphasis and investment is making sure that Levi’s brand remains in the center of culture. And I don’t think there’s any better evidence or proof point than having someone like Beyoncé, who is a culture shaper, to actually name a song after us.”
Moreover, Levi’s also changed their Instagram name to “Levii’s” to further highlight Beyoncé’s recognition to their brand. The company also continues to collaborate with Black artists and expanding their iconic collection of denim pieces. More recently, they worked with Parisian rapper Jewel Usain for his Colors performance.
Particularly, Beyoncé’s “Cowboy Carter” pays homage to the Black influences in country music. The album includes 27 tracks, with additional features from Dolly Parton and Miley Cyrus. Her song “Blackbiird” showcased upcoming Black female country singers as well.
This is also not the first time the pop star has stopped the world outside of music. Upon her request for silver attire at her Renaissance World Tour, sales for glittery looks boosted for small businesses. As rumors of a Cowboy Carter Tour loom over fans, how Beyoncé will continue to promote country-inspired outfits has yet to be seen.
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