Levi’s is kicking off Pride Month in style with an exciting new collection and campaign inspired by the vibrant world of LGBTQIA+ rodeo culture, paying homage to the iconic “Rainbow Rodeos” that originated in Nevada over five decades ago.
Drawing inspiration from its Western roots, Levi’s Pride 2024 campaign features a diverse cast including country musician Orville Peck, model and makeup artist Mattise Andrews, musician and Ruxwood founder Bronze Avery, RuPaul’s Drag Race season 7 winner Violet Chachki, beauty photographer Paris Helena Elyte, and line-dancing leaders Bailey Salisbury and Sean Monaghan. This eclectic ensemble showcases Levi’s latest vintage-inspired cuts in a series of nostalgic photographs. Key pieces from the collection include the form-flattering Cinched Shortstack T-shirt, the sleek Cropped Muscle Tank, and the eye-catching denim Patchwork Vest adorned with star-shaped decorations and angular pockets. The standout piece, the Liberation Western Trucker Jacket, proudly displays “Rainbow Rodeo” across its back, complemented by a matching Trucker Cap featuring the same iconic signage.
To celebrate Pride 2024, Levi’s is hosting an immersive block party at its Williamsburg storefront in Brooklyn on Wednesday, June 29. Throughout the month, a variety of events and activities will be held, including customization sessions in the Levi’s Airstream featuring artist patches, metallic decorations, and fringe. Additionally, the brand will showcase drag performances by a lineup of talented artists including Andramada, ShowPonii, Essa Noche, Ma’amshe, West Dakota, Sherry Poppins, Mauve, Espi O’Najj, and Mirella.
The Levi’s Pride 2024 collection is now available online and in select Levi’s stores. Join the celebration and express your pride in style with Levi’s!
