Fashion.at

21 May 2024

Levi's pays tribute to LGBTQIA+ rodeo culture with a new collection and campaign featuring members of the entertainment business


Even though Pride Month is generally celebrated in June each year to commemorate the Stonewall Riots of 1969, the resistance against police brutality and discrimination, the first Pride marches in the 1970s, and to honor the progress made in LGBTQIA+ rights, Vienna's official Pride 2024 begins in just three days according to the dynamic clock on https://viennapride.at/en/. In addition to the main events, such as the Pride Village from June 6 to 8 or the Pride Parade on June 8, there are also several other special interest events on the calendar, including the Drag Queen Fashion Show with the city's youngest new fashion design talent, Nicolas Dudek, on June 4. On https://viennapride.at/en/event/drag-queen-fashion-show/ it is announced that the show is part of a series "that redefines the boundaries of fashion and entertainment".

Fashion and entertainment are also the traditional stages for defining and publicly breaking social rules about gender roles.

Fashion.at recently received a press release about Levi's latest Pride-themed collection. This year, the American jeans brand is paying homage to the country's rodeo culture, remembering the gay rodeos of the 1970s as one of the milestones for a more inclusive society. The press release was accompanied by campaign imagery featuring select pieces from the Levi's Pride 2024 collection, as well as archival images from the 1960s through the 1990s, focusing on people's jeans styles and Pride parades through the decades. The new collection draws on the history of queer 'Rainbow Rodeos' that began in Nevada in the 1970s, incorporating vintage Levi's designs and archival rodeo posters. The campaign was shot with a celebrity cast including country musician Orville Peck, model and makeup artist Mattise Andrews, musician and Ruxwood founder Bronze Avery, drag queen Violet Chachki, beauty photographer Paris Helena Elyte, and Stud Country founders Bailey Salisbury and Sean Monaghan.

Images, from left:
The campaign image shows drag artist Violet Chachki in gold lurex bootcut jeans and matching reversible vest from the new Levi's Pride 2024 collection. Photographer: Stewart Volland. Right: The images from the Levi's Archives show California Ranch pants and a vest, both in gold lurex, from circa 1967.

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