Levi’s Pride 2024 collection draws inspiration from LGBTQIA+ rodeo culture

Levi’s is starting Pride Month celebrations early, with an all-new collection and campaign inspired by “LGBTQIA+ rodeo culture” – specifically the queer “Rainbow Rodeos” that began in Nevada over 50 years ago.

Galvanized by its Western inspiration, the denim brand’s Pride 2024 campaign features 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, Paris beauty photographer Helena Elyte and line dancing leaders Bailey Salisbury and Sean Monaghan.

The eclectic cast showcases Levi’s latest vintage-inspired cuts in a number of vintage photographs. Standout pieces include the Cinched Shortstack Tee and Cropped Muscle Tank, both of which flatter the wearer with figure-hugging shapes, and the Denim Patchwork Vest, featuring star embellishments and pockets angular. The Liberation Western Trucker Jacket, meanwhile, features “Rainbow Rodeo” on its back, and a matching Trucker Cap features the same signage.

To celebrate Pride 2024, Levi’s is hosting an immersive block party in Brooklyn at its Williamsburg storefront on Wednesday, June 29. Throughout the month, the brand will host a number of events and activities, including customization sessions in the Levi’s Airstream with artist patches, metallic embellishments and fringes. Additionally, the label will host drag performances from 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 for sale online and in select Levi’s stores. Take a look at the line in the gallery above.