In order to celebrate pride month and the LGBTQIA+ community, Levi’s announced its ‘How Do You Show Up’ campaign that encourages people to express themselves and their individuality.
With this new collection, Levi’s acknowledges that expression is a spectrum, non-binary and fluid. The main color palette of the collection is lavender, which refers back to activist groups in the ’70s and ’80s that drove gay rights movements.
The same spirit of that era is reflected in the cultural drive in today’s queer and trans youth. Now, they can rock the same color palatte with the Levi's 501® '93 Straight in Light Indigo Destructed and the Radical Love Dress, to the Liberation Trucker Vest and Pride Bucket Hat in Deep Purple.
“From clubs to protests to Pride parades, wherever people gather in love and inclusion, many of them are proudly showing off their Levi's and 501® jeans,” Lance Relicke, Vice President of Global Brand Experience, Levi Strauss & Co, said. “There is a lot of genuine love for Levi's in the LGBTQIA+ community, and we're excited to return that love all the time — but especially during Pride 2023.”
Levi’s has been a supporter of the LGBTQIA+ community for decades. It became the first major corporation to extend domestic partner benefits to same-sex couples in 1992 and it joined a human rights campaign in 2019 that called upon the United States senate to allow a vote on legislation that would LGBTQIA+ discrimination.
For this campaign, Levi’s photographed a group of LGBTQIA+ community from all around the world, each with a distinct voice and power in expressing themselves.