An Instagram post is a mystery: What are Levi's and Beyoncé planning?

One print, four words. If this combination is enough to generate almost 66,000 likes and over two and a half thousand comments, the news must be something special. Or should I say: the Instagram post? Because denim giant Levi's hasn't shared much more than that up to this point.

The cowgirl on the print - the link leaves no doubt - is none other than pop superstar Beyoncé. The silhouette is strongly reminiscent of the cover of her album "Cowboy Carter", which was released in March this year.

Will there be a capsule collection? Tour outfits? Merchandise products? Both Levi's and Beyoncé are still shrouded in meaningful silence.

In any case, the idea of a collaboration is not far-fetched. It will have rung a bell with "Cowboy Carter" fans. Track 17, "Leviis Jeans".

"Denim on denim, on denim, on denim. Give you high fashion in a simple white tee. Give you these blues, it's in my jeans," purrs Beyoncé on the 4:17 track. "You know I'd like to be your Levi's jeans so I can hug that ass all day long", feature partner Post Malone pines back. A duet that encourages desire in its listeners - the desire to buy. Harmit Singh, Chief Financial Officer of Levi's himself, thanked Beyoncé a month after the release of the song via X for a considerable peak in sales figures. And it wasn't the first time he had her to thank for the hype. As Singh reveals, the singer's performance at the Coachella Festival 2019 in Levi's shorts had a similarly positive impact for the brand.

Well, if that's not a match made in denim heaven? So now it's just a case of wait and see - and then strike quickly.

Update: The mystery is solved

The cat has been out of the bag since 30 September: Beyoncé and Levi's have teamed up for a campaign: "Reiimagine". In several chapters - realised in still and moving images - the classic "501" jeans are to be reinterpreted. Always on board: leading actress Beyoncé.

Chapter 1, "Launderette", is already available to admire. Based on Levi's cult advert from 1985, we find ourselves in a launderette. Beyoncé's song "Leviis Jeans" is playing in the background, of course. Under the cinematographic direction of Marcell Rév, the pop superstar enters the salon to ... take off her jeans and wash them with the addition of a bucket of diamonds.

Of course, it is not only possible to consume visually, but also materially. On levi.com you can find the first pieces of the high-end collaboration. Not the denim cowboy hat, no. Nor the leather belt with the distinctive Levi's buckle. Or Beyoncé's gleaming white Levi's panty. But a white T-shirt - and of course the "501". Cool.