Levi’s has responded to Beyoncé giving the brand a nod on her new album, Cowboy Carter.
The award-winning artist’s newest album, which dropped on Friday, included the track “Levii’s Jeans” featuring rapper Post Malone, an obvious reference to the brand, with a little twist to note that this is Act II of her Renaissance series.
In the song, Beyoncé sings “Boy, I’ll let you be my Levi’s jeans/ So you can hug that ass all day long,” and then the two go back and forth crooning over the opportunity to become Beyoncé’s pants.
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On Saturday morning, the clothing brand’s Instagram featured a new name that fits the moment just right: “Levii’s.”
The brand also changed it’s profile picture, and posted a new bio which says it is FKA (Formerly Known As) “Levi’s” with a 🐝 emoji, to commemorate the transformative power of a good Beyoncé song.
Beyoncé has name-dropped brands before. In the 2017 song “Formation” the artist sang about how when she did something really well, her husband would take her to Red Lobster. As a result, the seafood restaurant enjoyed a 33 percent increase in sales, and trended on Twitter for the first time.
