Levi’s and Beyoncé Revolutionise Selfridges with Their New Collaboration

Levi’s and Beyoncé are transforming Selfridges with a special collaboration, expanding their presence in Europe and strengthening their direct-to-consumer strategy.

Levi’s and Beyoncé Knowles-Carter have taken their partnership to the next level with a special takeover at Selfridges, the iconic London department store. The campaign, blending fashion and music, features neon-red-lit window displays where Beyoncé poses in a full denim look alongside the silhouette of a horse, referencing the aesthetic of her latest project.

This collaboration is part of Levi’s growth strategy, aiming to reach $10 billion in revenue while consolidating its presence in the European market. “We are seeing immediate results with Selfridges,” said Lucia Marcuzzo, Levi’s General Manager for Europe.

The brand is strengthening its direct-to-consumer channel while not entirely abandoning the wholesale model. In May, Levi’s will open an exclusive space within Selfridges, reaffirming its commitment to innovative shopping experiences.

Moreover, the collaboration with Beyoncé has significantly boosted the brand’s womenswear line, with notable growth in digital sales. Levi’s, a key player in the music industry, continues to expand its reach through strategic partnerships, such as the recent capsule collection with designer Arianne Phillips, which sold out in record time.

With this initiative, Levi’s proves that fashion and music remain an unbeatable combination.