From CNBC.

Levi Strauss, American Eagle and Gap have leaned on A-list celebrities like Beyonce and Sydney Sweeney to drive denim sales, sparking a “denim war” in retail.

Levi, the company that invented jeans, reported that its Beyoncé partnership earned $65 million in media value and contributed 12% growth in its women’s business in its Q3 2025 earnings. Sydney Sweeney and girl group Katseye’s viral campaigns for American Eagle and Gap are having similarly positive impacts on sales.