“We’re honored” to collaborate with Beyoncé

Levi Strauss ( LEVI ) is hoping a Beyoncé marketing campaign can boost the brand’s growth.

The denim maker announced its partnership with the music megastar, whose latest album “Cowboy Carter” featured a song called “Levii’s Jeans,” just before reporting third-quarter earnings results.

“We are honored to partner with a global icon like Beyoncé, … someone who represents women’s empowerment and someone whose values ​​align with ours,” Levi Strauss & Co. CFO Harmit Singh told Yahoo Finance on Thursday . “And so our view is … this is a win-win for both Beyoncé and us.”

Shares in Levi Strauss rose 8% on the week after it teased a brand partnership with the biggest Grammy winner of all time on September 23. But Levi’s shares fell 7.6 percent in the trading session after its third-quarter earnings report, after the company fell. beat investors’ expectations for fourth-quarter earnings and said it was looking to offload its struggling Docker pants business.

Beyoncé partnership ‘reinforces our focus’ on womenswear

Levi’s executives are hoping a new Beyoncé ad will generate consumer appeal, particularly for its women’s business, which grew 11 percent during the third quarter and now accounts for just over a third of Levi’s current business.

“Our view is that this partnership strengthens our focus on women (businesses),” Singh said. “Our women’s business is having another solid year, so I think this (partnership) continues to fuel that momentum.”

As part of the campaign, Beyoncé posted a series of photos and videos on Instagram featuring the artist and cultural icon wearing jeans and a 10-gallon denim hat at a laundromat. Accompanying captions read: “Give me these Blues, it’s in my genes” and “I’m serving up high fashion with a plain white t-shirt.”

The company also said it hopes to expand from being primarily a denim pants brand to a “head-to-toe denim lifestyle brand,” as CEO Michelle Gass described it during the call for T3 revenues.

Levi’s has accelerated its efforts to move further into denim, yoga and tops.

“We want this (high-end) deal to be much bigger,” Singh said. “We’re selling right now, I think, from three bottoms to one top.”

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