Levi's teases Beyoncé collaboration as denim trend takes hold

Levi Strauss teased a potential partnership with Beyoncé in an Instagram post on Monday.
The post included an image of a woman wearing a cowboy hat and riding a horse with the caption "INTRODUCING: A New Chapter."
Levi's second-quarter earnings in June missed Wall Street's sales expectations, but the brand's leadership has maintained that the future of denim is bright.

summoned the Beyhive on Monday after teasing a potential collaboration with Beyoncé.

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The brand's shares briefly popped after the update and were last up about 1% Monday.

The post included an image of a woman wearing a cowboy hat and riding a horse with the caption "INTRODUCING: A New Chapter." Aside from the allusions to Beyoncé's latest album, "Cowboy Carter," Levi's also tagged the superstar's account in the post, fueling buzz from her fanbase, known as the Beyhive.

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released earlier this year, features a song titled "LEVII'S JEANS."

Denim has been experiencing something of a boost of late, with brands such as and calling out the trend as

Levi's in June missed Wall Street's sales expectations, but the brand's leadership has maintained that the future of denim is bright. CEO Michelle Gass that the growth in denim's popularity has never been higher, particularly with clothing items other than pants, such as denim skirts or dresses.