Yeehaw revolution: welcome to the “Rainbow Rodeo”

Levi’s latest Pride collection takes inspiration from queer “Rainbow Rodeos” which originated in Nevada in the 1970s. GAY TIMES meets three queer creatives embodying this unapologetic spirit today. 

WORDS MEGAN WALLACE
PHOTOGRAPHY ASAFE GHALIB 
CREATIVE DIRECTION AND FASHION UMAR SARWAR
ART DIRECTION JACK ROWE 
HAIR JASON GOH 
MAKEUP KAREEM JARCHE 
PHOTOGRAPHY ASSISTANT JOE HUNT, SIMEON ASENOV 
FASHION ASSISTANT PRIYA NICHOLAS 
ALL CLOTHING FROM LEVI'S RAINBOW RODEO PRIDE COLLECTION 2024

For Pride 2024, Levi’s brand is celebrating queer joy through self-expression with a collection inspired by LGBTQIA+ rodeo culture. Western wear is part of the Levi’s DNA, and the brand’s Pride 2024 collection takes inspiration from queer “Rainbow Rodeos” that originated in Nevada in the 1970s. Pulling graphics and influences from vintage Levi’s pieces and archival posters then adding some glitz – rhinestones, copper thread, marbled hardware, gold-coated denim and more – the collection includes an extensive assortment of tops, bottoms and accessories. 

From the Cropped Muscle Tank and 517™ Bootcut Jeans to the Liberation Western Trucker and matching 501® ’93 Cut-Off Shorts, Western-inspired embroidery and rainbow colouring give the collection a cohesive and euphoric rodeo look. Featuring reversible styles and head-to-toe fits, this is a collection designed to mix, match and make all your own. 

GAY TIMES spoke to three queer trailblazers serving “Rainbow Rodeo” today. 

Hidhir Badaruddin

Originally from Singapore, photographer Hidhir Badaruddin is challenging the underrepresentation of queer, Asian folks both behind and in front of the camera. 

How would you describe your creative practice? 

I am a Southeast Asian queer photographer from Singapore, based in London. My work is a soft, intimate exploration of queerness and masculinity. 

The Levi’s Pride collection takes inspiration from the queer “Rainbow Rodeos” that originated in Nevada in the ‘70s. What does “Rainbow Rodeo” mean to you?

When I first thought of this, I really thought of colourful horses and ponies. It made me think of My Little Pony, which was everything to me growing up. I was that kid in the toy store that would be in the ‘girls’ aisle, the pink aisle. I’ve always known that I was quite different. I didn’t gravitate towards ‘boys’ toys. When I think of “Rainbow Rodeo”, I think of colourful, camp ponies. I think that correlates to how we as queer people present ourselves, adorning our hairstyles or our outfits.

The Levi’s Pride collection queers the codes of western wear through glitz and rainbow colours. How does style facilitate your self-expression?

Accessories and colours are very important to me. I like to be fun and elegant at the same time. I love little details, like getting my nails done or having fun prints and patterns in my outfits. That’s how I tap into my self expression.

Do you have any words of advice to fellow queer creatives on how to live their best and boldest life?

Be unapologetically yourself. Uplift your community. And don’t forget the battles of the people that came before you. We live in a time of division and I feel like uplifting one another as we make our way to our destinations as queer creatives is important. 

MUNYA 

Born in Zimbabwe and raised in Hull, model and dancer Munya embodies radical creativity in each area of her multifaceted career. 

How would you describe your creative practice? 

Being the most creative being I can fathom. That usually includes modelling, dancing, being an active member of the ballroom scene, and includes honing in all the creativity I’ve acquired from fashion, and from other scenes, into one. 

The Levi’s Pride collection takes inspiration from the queer “Rainbow Rodeos” that originated in Nevada in the ‘70s. What does “Rainbow Rodeo” mean to you?

I’ve been trying to find a more precise definition for myself and “Rainbow Rodeo”, but I think giving country and rodeo a queer perspective. It’s an element of flipping the masculinity of [rodeo] and reversing it. 

The Levi’s Pride collection queers the codes of western wear through glitz and rainbow colours. How does style facilitate your self-expression?

Style allows me to tap into the mood I’m trying to express in a moment in time. So from this collection, I can see elements of metal, of denim, big hair, big hats and fun accessories.  A lot of my personal style is very expressive.

Do you have any words of advice to fellow queer creatives on how to live their best and boldest life?

Stop caring about what people think! I really need to just be blunt with it. At the end of the day, we’ve got one life to live. We’ve got to do things for ourselves and our communities and leave this world a little bit better than we found it.

WET MESS

Drag performer, movement director and artist, Wet Mess doesn’t just challenge convention – they obliterate them. Catch their boundary-breaking show Testo at the Edinburgh Fringe from 11th – 15th August. 

How would you describe your creative practice? 

Wet Mess is a wet mess, a drag and dance artist. 

The Levi’s Pride collection takes inspiration from the queer “Rainbow Rodeos” that originated in Nevada in the ‘70s. What does “Rainbow Rodeo” mean to you?

“Rainbow Rodeo” makes me think, ‘This ain’t my first time at the rodeo’. I have giddy-upped, yeehawed before. But first rodeos, questioning rodeos, confused rodeos, shy rodeos, disabled rodeos, Black and Brown rodeos are always welcome – everybody fills their cowboy boots over time.

The Levi’s Pride collection queers the codes of western wear through glitz and rainbow colours. How does style facilitate your self-expression?

Misogyny means we underestimate the power of clothes, make up and putting on silly little outfits. I love wearing suits on stage and bringing a professional business aesthetic to a DIY queer space. It feels like a beautiful critique of British white patriarchy. ‘Smart’ clothing always felt oppressive and restrictive to me so it feels good to reclaim it and make it overtly gay.

Do you have any words of advice to fellow queer creatives on how to live their best and boldest life?

Whatever you can’t stop doing is what you should be doing. Listen to the tiny voice in your head that says ‘oh maybe that could be fun’ then feed her all your chips and read him a bedtime story until they completely take over. Be slow and enjoy the process, thinking and feeling is the future, tenderness can be transformative. 

Shop Levi’s Rainbow Rodeo collection here

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