All Pronouns. All Love.
Levi’s has become known for its campaigns featuring iconic new voices and young talent. This past Pride month Levi’s used their platform to create opportunities of representation for all gender expressions through their “All Pronouns. All Love,” campaign. The campaign aimed to encourage empathy and inclusivity with an inspirational new Pride collection celebrating the LGBTQ+ community and exploring the importance of learning and respecting proper pronoun use.
As brands hop on the rainbow-washing bandwagon LGBTQ+ people, activists and allies have come to question whether a brand’s intentions are monetary or allyship. Creating a space for visibility is great but, not when it’s limited to 30/365 days in a year. Levi’s recognizes this in their campaign through, “Supporting Pride 365,” an annual donation to OutRight Action International, a nonprofit focused on creating lasting legal and social transformation for LGBTQ+ people.
The Pride collection features a total of 24 pieces including everything from jackets to intimates. The pieces are not limited to a specific gender expression and are rather made for anyone to enjoy. The Pride Liberation Shortall’s are amongst the highlights of the collection, featuring rainbow patchwork on the front and back. The light wash overalls can be styled, as shown above, with the Pride Sports Bra.
The Pride Liberation Tucker is another favourite with its painted rainbow back panel and text graphic of all pronouns. The dark-washed denim jacket can be paired with any one of the many Pride t-shirt’s the collection has to offer.
“All Pronouns. All Love” doesn’t just showcase queer people but also gives them a space to share their experiences with using clothing as a tool for self-expression. “My experience with style shifted a lot when I finally gave myself permission to explore beyond the confines of gender norms. Now, whether it’s feminine or masculine, my style feels like my choice”, says model Brendan.