Levi's teases Beyoncé collaboration as denim trend takes hold

Group 1 - Levi Strauss teased a potential collaboration with Beyoncé, leading to a brief increase in the brand's shares by approximately 1% [1] - The Instagram post included imagery related to Beyoncé's latest album "Cowboy Carter," which features a song titled "LEVII's JEANS," generating excitement among her fanbase, the Beyhive [2] - Denim is experiencing a resurgence in popularity, with brands like American Eagle and Abercrombie & Fitch noting this trend as a factor in revitalizing sales [2] Group 2 - Levi's second-quarter earnings in June fell short of Wall Street's sales expectations, but the company's leadership remains optimistic about the future of denim [3] - CEO Michelle Gass highlighted that the growth in denim's popularity is at an all-time high, particularly for items beyond traditional pants, such as denim skirts and dresses [3] - There has been no immediate response from Levi's representatives regarding the potential collaboration with Beyoncé [3]