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Beyoncé effect: Cowboy Carter album puts Levi’s on fashion hotlist

Influence of the ‘culture shaper’ is a potential goldmine for the jeans brand, but effect won’t last forever, say observers

The Instagram account @databutmakeitfashion, which covers consumer behaviour in relation to style, report that the mentions of double denim were up 14% on social media since Cowboy Carter’s release. “Levi’s, the original Americana brand, feels like a natural fit” for Beyoncé to reference, said Sheena Butler-Young, a senior correspondent at the platform the Business of Fashion. To continue “revenue success”, she said, a key task is to “excite and court younger shoppers with marketing and products, which Beyoncé certainly helps, and broaden its appeal beyond a singular staple.

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