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Levi’s Jeans Are at the Center of a New Instagram Challenge

Amid COVID-19 updates and isolation-inspired memes, Instagram feeds are brimming with videos of people pulling on their jeans, thanks to a new social media challenge inspired by American R&B artist DaniLeigh.

On Friday, the artist released a video of her new song “Levi High” featuring DaBaby and a wardrobe full of standout denim, including bralettes, jackets, puffers, shorts, patchwork jeans and denim sneakers. To promote the video, DaniLeigh took to her Instagram page to initiate a challenge calling on people to film themselves stepping into their “Levi Highs” and using the hashtag #levihighchallenge.

“I wanna selfie video of u trying and flexing some !! Best ones getting reposted on my page,” she wrote in the post, which has since earned 1.3 million views and 240,000 likes.

The artist has 2.2 million followers on Instagram and is signed to Def Jam Records.

Once the challenge took off, she and Levi’s partnered together on a promo code for 30 percent off and free shipping from the Levi’s website, valid until Thursday.

Pop singer Selena Gomez, professional dancer Brittania Jones and DJ Duffey are just some of the bigger names getting involved in the challenge and celebrating their bodies as well as their favorite pair of Levi’s.

The denim brand has recently collaborated with a number of popular brands, including Nintendo for a Super Mario Bros-inspired collection set to drop April 1, as well as footwear brand New Balance on a denim sneaker dropping March 26.