Beyoncé attends the 2024 iHeartRadio Music Awards at the Dolby Theater on April 1, 2024 in Los Angeles.
Michael Buckner | Billboard | Getty Images
Levi Strauss Beyhive called out on Monday after teasing potential collaboration with Beyoncé In a post on Instagram.
The brand's shares briefly rose after the update, rising about 1% on Monday.
The post included a photo of a woman wearing a cowboy hat and riding a horse, with the caption “Introducing: A New Chapter.” In addition to alluding to Beyoncé's latest album, Cowboy Carter, Levi's also tagged the superstar's account in the post, sparking discussion among her fan base, known as the Beyhive.
Beyoncé's country album released earlier this year includes a song called “LEVII'S JEANS.”
Denim has experienced some boost recently, with brands including american eagle and Abercrombie & Fitch said the trend could help revive sales.
Levi's June second-quarter earnings missed Wall Street sales expectations, but the brand's leadership insists the future of denim is bright. Chief executive Michelle Gass told analysts at the time that denim's popularity has never been growing faster, especially for garments other than pants, such as denim skirts or dresses.
Representatives for Levi's did not immediately respond to CNBC's request for comment Monday on a potential collaboration with Beyoncé.