'Tis the season of the fashion collaboration. In the last week alone, Ganni x New Balance launched its latest pair of trainers, super-stylist Harry Lambert (responsible for Harry Styles' best looks) brought us his second collection for Zara and Alexa Chung gave us the perfect autumn wardrobe via Barbour. Rivalling them all, however, is Levi's, which is teasing the world with news of a collab with none other than Beyoncé.
Earlier this week, Levi's posted something rather cryptic on Instagram: the silhouette of a woman (clearly Beyoncé) on a horse with a simple caption reading 'INTRODUCING: A New Chapter.' Fans were quick to guess exactly what was happening, sharing their excitement at the prospect of being able to wear Beyoncé-approved denim. Then, Levi's followed up with another post, this time outlining 'A new chapter written alongside a fellow trailblazer.' The post features a billboard with the image of (presumably) Bey in jeans, titled 'launderette' and with a caption that reads: 'Reimagined with Beyoncé... music Levii's jeans.'
We should have seen this coming. The spelling of 'Levii's' relates to the song Levii's Jeans on Cowboy Carter, the album Beyoncé released earlier this year. Featuring Post Malone, the song attracted much attention at the time, prompting Levi's to change its name and logo on social media, as it added an extra 'i' to match the title. 'FKA [formerly known as] Levi's,' read the brand's Instagram bio, with an extra bee emoji in reference to the Beyhive, Beyoncé's fan club.
Clearly, the brand is making the most of this relationship, recruiting Beyoncé to do more than just sing about the famous jeans. What she has done, exactly, isn't yet clear; a lot of fans have been expressing their wish for a Beyoncé-designed Levi's collection, while others have been guessing that she's simply fronting a new campaign for the label.
While we'll have to wait for more information, what's interesting is that the time stamp on the billboard pictured in the most recent post from Levi's is 30th September, which suggests that this collab – whatever it is – could arrive as soon as Monday.
When does Levi's x Beyoncé launch?
The time stamp on social media is 30th September, which suggests that's either when this collaboration – whatever it is – launches or that's when the brand will release more information.
What is Levi's x Beyoncé
At this stage, we only know what's been posted to Instagram by Levi's. The brand has said: 'Join us as we reimagine iconic stories from our past,' which doesn't exactly give much away. We're hoping for an actual collection, designed in collaboration with Beyoncé, although some fans have suggested it could be a commercial for the brand in which she stars (presumably set to the soundtrack of Levii's Jeans). We'll have to wait until 30th September to find out.
Hannah Banks-Walker is Grazia's head of fashion commerce. She has previously written for the likes of Harper's Bazaar, The Financial Times, Glamour, Stylist, The Telegraph, Red, i-D and The Pool on everything from fashion to curly hair (hi!) to the patriarchy. Not necessarily in that order. Find her on Instagram and Twitter. But please don't look for her MySpace profile, which until now was the last time she wrote about herself in the third person.