Levi’s has unveiled a new Pride collection for 2024 that celebrates queer joy through self-expression and is inspired by LGBTQIA+ rodeo culture from the 1970s to today. The campaign features a host of stars including Orville Peck, Matisse Andrews, Bronze Avery, Violet Chachki, Paris Helena Elyte, Bailey Salisbury and Sean Monaghan.
Cowboy culture has remained a steadfast facet of Levi’s brand identity, and its roots in country western tradition have long been intrinsically linked to LGBTQIA+ communities across America, with a defiant presence at Pride protests and parades over the years. So it’s fitting that Levi’s would look to the ‘Rainbow Rodeos’ of 1970s Nevada for inspiration for its 2024 Pride campaign.
The collection features graphics and influences from vintage Levi’s pieces and archival posters, bedazzled with rhinestones, copper thread, marbled hardware and gold-coated denim. Designed as a complete capsule wardrobe, this collection consists of tops, bottoms and accessories that can be mixed and matched throughout summer. Key pieces include a Cinched Shortstack Tee and Cropped Muscle Tank to the Liberation Western Trucker and Patchwork Vest, Western-inspired embroidery and rainbow colouring.
The campaign features a full cast of prominent figures in the LGBTQIA+ community including country musician Orville Peck, model and makeup artist Mattise Andrews, musician Bronze Avery, drag queen and winner of season 7 of RuPaul’s Drag Race Violet Chachki, beauty photographer Helena Elyte and the founders of line-dancing community Stud Country, Bailey Salisbury and Sean Monaghan.
Alongside the campaign and collection, Levi’s will also be donating $100,000 to OutRight International, an LGBTIQ human rights non-governmental organization that addresses human rights violations and abuses against lesbian, gay, bisexual, transgender and intersex people.
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