Levi’s Portugal Beauty of Becoming x Pride
“What would you say to your 14 year old self?”
I would also say “run with the wolves”
THE PRIDE OF BECOMING
Published on June 22, 2021 by Francisco Vaz Fernandes
WHAT ADVICE WOULD YOU GIVE YOUR 14-YEAR-OLD SELF?
Levi’s® Portugal partnered with members of the local LGBTQIA+ community to celebrate the launch of the Pride 2021 collection. During Pride Month, the brand developed a series of audiovisual content based on the real-life experiences of five young LGBTQIA+ Portuguese voices.
Coming from different backgrounds, these young people shared their personal journeys and stories. Each of them responded to the questions: “What would you say to your 14-year-old self? And what advice would you give them?” — questions inspired by the global campaign concept The Beauty of Becoming, launched earlier this year, and the Levi’s® Pride 2021 campaign, which was inspired by cultural change and the evolving conversation around gender .
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With art direction by Filipe Correia dos Santos, photography by Gonçalo Silva, and featuring the voices of musician Alex D’Alva Teixeira, drag queen Lola Herself, visual artist Tamara Alves, and LGBTQIA+ activists T-Guys Cuddle Too, these powerful, intimate new videos and photos focus on the authentic self-expression of their creators.
The project aims to help build, share, and amplify strong messages of love, acceptance, inclusion, and diversity.
Video @shotandcutfilms
Photography @goncaloasilva
Makeup @raquelreniermakeup