Levi’s received a significant boost after Beyoncé gave them a shout-out on her new country album, Cowboy Carter. The denim label changed its Instagram name to Levii’s in honor of the song “Levii’s Jeans” featuring Post Malone. In the song, Beyoncé sings about letting someone be her Levi’s jeans, while Malone croons about how he loves when she teases him in jeans. Levi’s also posted a carousel of models in the jeans, celebrating the mention on Beyoncé’s album.
Fans have been quick to notice that “Levii’s Jeans” is more than just a flirtatious track. It represents Beyoncé’s long-standing relationship with the fashion company and highlights her own style evolution. Popular fashion TikToker Keena, known as @newandwell, discussed the significance of the song in a video. She mentioned how Beyoncé previously revealed that high-end designers did not want to dress her, Kelly Rowland, and Michelle Williams when they were starting out, and Levi’s was the only brand willing to work with them.
In her 2016 CFDA Fashion Icon Award acceptance speech, Beyoncé spoke about how her mother, Tina Knowles, was rejected from every showroom in New York. She highlighted how her family was responsible for providing them with clothes and how her mom and uncle made all their costumes by hand. Beyoncé felt empowered and protected when wearing these clothes on stage, describing them as an extra suit of armor. The singer also paid tribute to her late uncle Johnny on her album Renaissance.
Beyoncé’s relationship with Levi’s has been significant throughout her career. Destiny’s Child was the face of Levi’s low-rise jeans, and denim looks have always been a key element in Beyoncé’s style evolution. The singer has used her platform to shed light on the systemic issues that kept her away from high-end designers and how her family, especially her mother, played a crucial role in her success. Beyoncé’s mention of Levi’s on her album is a nod to the brand’s support and significance in her fashion journey.
Overall, Beyoncé’s shout-out to Levi’s on her album Cowboy Carter reflects her gratitude towards the brand for standing by her during her early days in the industry. The mention of “Levii’s Jeans” not only showcases the singer’s evolving style but also highlights the challenges she faced in the fashion world. Through her music and personal experiences, Beyoncé emphasizes the importance of family support, creativity, and resilience in overcoming obstacles and achieving success. Levi’s recognition in Beyoncé’s music speaks volumes about the brand’s role in empowering and celebrating diversity and authenticity in the fashion industry.
