Fans are taking the statement to heart. In the week after the album's release, Levi's noted a 19.9% increase in footfall at stores across the US and the price of its stock rose 20%. In the UK, John Lewis reported that searches for "women's Levi's jeans" were up 263% since the album announcement.
Beyoncé is also endorsing double - or, going by her lyric, quadruple - denim. She posted an image on Instagram of her wearing a pair of jeans with denim shirt and a denim bag. The Instagram account @ databutmakeitfashion, which studies consumer behaviour in style reported that mentions of double denim were up 14% on social media since the release of Levii's Jeans.
This story is from the April 13, 2024 edition of The Guardian.
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This story is from the April 13, 2024 edition of The Guardian.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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