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Agenda-setting intelligence, analysis and advice for the global fashion community.

Levi’s Answer to an Increasingly Complex World: Simplify

To weather tariffs and macroeconomic uncertainty, CEO Michelle Gass reveals how the denim brand is streamlining its business and emphasising profitability in the BoF-McKinsey State of Fashion 2026.
Under CEO Michelle Gass, a sharper DTC focus and tighter operations have strengthened the brand’s ability to navigate tariffs and economic uncertainty.
Under CEO Michelle Gass, a sharper DTC focus and tighter operations have strengthened the brand’s ability to navigate tariffs and economic uncertainty. (Levi’s)
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Levi’s was off to a good start at the outset of 2025. It was growing gross margin alongside its direct-to-consumer business, and had even made headlines with a Beyoncé campaign after the star name-dropped the brand on her album “Cowboy Carter.”

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Further Reading

The State of Fashion 2026: When the Rules Change

The 10th annual State of Fashion report by McKinsey & Company and BoF Insights, The Business of Fashion’s data and advisory team, reveals how changes in trade, technology and consumer behaviour will challenge businesses in 2026. Download the full report to understand the 10 themes that will shape the industry and opportunities for growth in the year ahead.

About the author
Joan Kennedy
Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

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