Among the highlights on Beyoncé’s hit album Cowboy Carter is the Post Malone collaboration “Levii’s Jeans.” Not long after the track’s release, denim company Levi’s had a significant stock jump, so much so that Levi Strauss CEO Michelle Gass said the following: “I would just say that denim is having a moment and the Levi’s brand is having a powerful moment around the world. One of the things that really is significant about the Levi’s brand and we place a lot of emphasis and investment is making sure that Levi’s brand remains in the center of culture. And I don’t think there’s any better evidence or proof point than having someone like Beyoncé, who is a culture shaper, to actually name a song after us.”

Well, it appears Gass figured it wouldn’t be a bad idea to formally get into the Beyoncé business.

On Instagram today (September 23), Levi’s shared an illustration of Beyoncé riding a horse in silhouette. (They tagged Beyoncé in the post, so that’s how we know for sure it’s her.) The post is captioned, “INTRODUCING: A New Chapter.” Furthermore, the Levi’s Instagram now features a highlight titled “Levii’s.”

It’s not currently clear what’s going on here, as the aforementioned is so far all the publicly available information about the situation.