Levi’s is celebrating queer joy through self-expression with a collection inspired by LGBTQIA+ rodeo culture from the ’70s to today for Pride 2024.
The Pride 2024 campaign shares inspiring storytelling to encourage LGBTQIA+ community members and allies to celebrate queer joy and the power of self-expression.
Inspired by the queer “Rainbow Rodeos” that originated in Nevada in the ‘70s, the collection incorporates Western wear influences, graphics, and glitz.
It includes an extensive assortment of tops, bottoms, and accessories and features Western-inspired embroidery and rainbow colours to give the collection a cohesive and euphoric rodeo look.
The collection is designed to mix, match, and make your own, with reversible styles and head-to-toe fits.
Featured in the campaign are Orville Peck, Mattise Andrews, Bronze Avery, Violet Chachki, Paris Helena Elyte, Bailey Salisbury and Sean Monaghan.
Levi’s has consistently supported LGBTQIA+ rights and issues, endorsing the Equality Act, and has donated $100,000 to Outright International to advance human rights for LGBTQIA+ people worldwide.
The Levi’s Pride 2024 collection is now available everywhere.
