Levi's Pride 2024 Collection Is Inspired by LGBTQIA+ Rodeo Culture
Galvanized by the queer “Rainbow Rodeos” that started in Nevada in the 1970s, the campaign stars Orville Peck, Violet Chachki and more.
Levi’s is starting its Pride Month celebrations early, with an all-new collection and campaign inspired by “LGBTQIA+ rodeo culture” — particularly the queer “Rainbow Rodeos” that started in Nevada over 50 years ago.
Galvanized by its Western blueprint, the denim brand’s Pride 2024 campaign stars 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.
The eclectic cast flaunts Levi’s latest vintage-inspired cuts in a number of aged photographs. Standout pieces include the Cinched Shortstack T-shirt and the Cropped Muscle Tank, both of which flatter the wearer with form-hugging shapes, as well as the denim Patchwork Vest, which boasts star-shaped decorations and angular pockets. The Liberation Western Trucker Jacket, meanwhile, reads “Rainbow Rodeo” across its back, and a matching Trucker Cap adopts the same signage.
To celebrate Pride 2024, Levi’s is hosting an immersive block party in Brooklyn at its Williamsburg storefront on Saturday, June 29. At the event, the brand will host a number of events and activities, including customization sessions in the Levi’s Airstream with artist patches, metallic decorations and fringe. Additionally, the label will host drag performances by 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 to shop online and in select Levi’s stores. Take a look at the line in the gallery above.
