Collection features a series of rodeo-inspired clothing, adopting the main concept from the queer Rainbow Rodeos
Levi’s announced the launch of the 2024 Pride line, which aims to encourage the LGBTQIAPN+ community to celebrate the joy and power of self-expression.
With pieces inspired by the western aesthetic of the 70s, the collection features a series of clothes inspired by rodeos, adopting the main concept from the queer Rainbow Rodeos, which originated in Nevada, USA, and celebrates diversity and inclusion.
To star in the Pride 2024 campaign, Levi’s brought together a cast made up of Orville Peck, country musician; Mattise Andrews, model and makeup artist; Bronze Avery, musician, creative and founder of an underwear brand; Violet Chachki, drag queen (winner of Season 7 of RuPaul’s Drag Race); Paris Helena Elyte, beauty photographer; Bailey Salisbury and Sean Monaghan, founders of Stud Country, a line-dancing community.
In addition to the Pride 2024 collection, Levi’s is donating $100,000 to Outright International, a global organization that works to advance the rights of the LGBTQIAPN+ community around the world.
Over the years, the brand has consistently supported LGBTQIAPN+ rights and issues, supporting employees who participated in the first Pride Parades in San Francisco, in the United States, and being one of the first companies to adopt the Equality Act, which equates salaries in the corporate environment.
The new Levi’s Pride 2024 collection is available on the brand’s Brazilian e-commerce and in selected physical stores from May 22nd.
