"Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me," Beyoncé said in a statement.
"I think it is a great partnership as she's been a supporter of the brand over the last couple of decades; it's a win-win for both Levi's and Beyoncé," Harmit Singh shared.
Levi's 501 jeans grew 11% in Q1, and continues to grow, and the women's business was up 11% in Q3. "I think the partnership with Beyoncé will help scale it to the next level," Singh noted.
"Over his career working at Levi's and at other large companies like Yum! Brands, he has seen a shift where finance chiefs have traditionally viewed marketing as a cost center rather than a growth center."
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