(WBBM NEWSRADIO) — Denim is back in the spotlight after Levi Strauss, the company behind Levi's blue jeans, hinted at a possible collaboration with Beyoncé in a social media post this week.
The international star has a song on “Cowboy Carter,” her country album, called “Levi's Jeans,” so the collaboration shouldn’t come as much of a surprise.
Chicago based business writer Jennifer Waters told the WBBM Noon Business Hour that while celebrity fashion endorsements are nothing new, Beyoncé’s star power can be a difference maker.
“Well, for starters, it’s Beyoncé — Beyoncé and her Bey-Hive,” Waters said. “She and Taylor Swift are the two superstar divas of late, so that’s one thing, you know, her influence.”
Waters said other brands are starting to jump into denim, as well.
“American Eagle, Abercrombie and Fitch, for example, are jumping on it, and I think you’re going to continue to see it,” she said. “Even Louis Vuitton’s men’s collection is going into a deeper kind of denim look.”
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