Levi's collaborates with Beyonce for Women's Category

Michelle Gass, the CEO of Levi Strauss, has said Jim Cramer of CNBC that the denim retailer is benefiting from the Beyoncé partnership. She stated that the ads could boost the women’s clothing sales.

Recently, the new ad campaign’s first part has been launched by Levi’s along with Beyoncé. The alliance has been made after the release of her newest album ‘Cowboy Carter’ where the track ‘LEVII’S JEANS’ was featured.

In addition, even on other occasions, the brand has worked with the singer over the past couple of years that includes her Destiny’s Child time in the early 2000s.

Michelle stated, “Levi’s has been talking about women’s for quite some time. We see this as growing to at least half of our business, doubling over time, $2 billion even just this year. Now you bring Beyoncé into the ecosystem, you know, we think we’re just set up for the long term really, really well.”

Beyonce added, “We’re expecting sequential improvement into the fourth quarter, being up mid-single digits and carrying that through into ’25’.” This collaboration will enhance both the party’s reputation in the industry and they will benefit each other in various aspects.