The Denim Craze: Beyoncé’s Influence on Fashion

Last Updated: June 13, 2024By

 

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Denim Fever Sweeps the Nation

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“Denim on denim on denim on denim,” croons Queen Bey on Levii’s Jeans, a killer tune from her latest album, Cowboy Carter. And guess what? Fans are eating it up like hotcakes.

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Since dropping the album, Levi Strauss & Co has seen a whopping 20% surge in store traffic across the US. And brace yourself, their stocks shot up by 20% too! Across the pond in the UK, John Lewis is reporting a mind-boggling 263% spike in searches for “women’s Levi’s jeans” ever since Beyoncé dropped the news about her record.

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Beyoncé isn’t just singing about double denim – she’s living it. Scroll through her Insta feed, and bam! There she is, rocking jeans with a denim shirt and a denim bag to match. And would you believe it? The double denim chatter on social media has spiked by 14% since Cowboy Carter hit the airwaves.

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Double Denim: The Love-Hate Relationship

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Now, let’s talk double denim, also known as the Canadian tuxedo. People either love it or hate it. Some think it’s a fashion disaster, while others see it as peak cowboy chic. And guess what side Beyoncé’s on? Yep, you guessed it – she’s all in on the cowboy vibes. And she’s not alone. Lil Nas X, Lizzo, Harry Styles – they’ve all dipped their toes into cowboy couture. Even Pharrell Williams is giving it a whirl with his latest Louis Vuitton collection. And over on TikTok, cowboy-core is all the rage.

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Levi Strauss is soaking up the love – they even changed their Insta handle to Levii’s in honor of Queen Bey. Michelle Gass, Levi’s big cheese, was all about the Beyoncé love on a recent conference call. “Having Beyoncé, a true trendsetter, name a song after us speaks volumes about our cultural relevance,” she gushed.

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The American Dream Team: Beyoncé and Levi’s

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Both Beyoncé and Levi’s are icons of American style. Sheena Butler-Young from the Business of Fashion reckons Levi’s is the perfect fit for Bey’s vibe. “Levi’s, the OG American brand, just clicks with Beyoncé’s style,” she says. “It’s classic yet affordable – the perfect combo.”

 

Natalie Dickson from Flannels, a retailer Beyoncé teamed up with for her 2023 Renaissance tour, agrees. “Beyoncé has serious clout when it comes to setting trends,” she says. “Brands like Levi’s are cashing in on her influence big time.”

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The Beyoncé Effect

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In her song “Summer Renaissance,” from her 2022 album of the same name, Beyoncé threw some love at handbags. “This Telfar bag is top-notch,” she sings. “Birkins? Nah, they’re gathering dust.” Vogue Business reports that searches for Telfar on The RealReal resale site shot up by 85% the day her album dropped.

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Butler-Young warns that Levi’s can’t rely on the Beyoncé effect forever. To keep the cash flowing, they need to keep things fresh and exciting for younger shoppers. “Beyoncé’s done her part,” she says. “Now it’s up to Levi’s to keep the party going.”

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