November 15, 2019, Mumbai:When the Supreme Court of India came to repeal Section 377 of the
Indian Penal Code and decriminalize homosexuality last year, it was widely
viewed as a watershed moment – a crucial step towards freedom from
discrimination and persecution in the world’s largest democracy.
The
decriminalization of section 377 served as a powerful backdrop for society to
tackle another battle – one that challenges the notion that an individual is
defined by sexuality. In efforts of empowering people who identify as LGBTQIA+
and shattering perceptions, today, Levi’s® launches #ProudToBeMore, a campaign,
a stand, with the inspiring members of the pride community who have continued
to defy the odds and accomplished more than what the society deemed worthy for
them. These stories capture the authentic journey of few brave people who
believe life is much more than one’s sexuality.
Levi’s® has
played a long role in supporting the LGBTQIA+ community by building and
encouraging an inclusive environment.
The Inspirational and
self-empowered stories show ‘Proud To Be More’ is more than just a statement.
It is a philosophy, a lifestyle, that brings together these four self-assured
personalities from different aspects of life.In a country where individuals are
being labeled and reduced to their sexual preference and orientation- Onir, Sushant
Digvikar, Priyanka Paul and Aravani Art Project andhave shown various
manifestations of a life that refuses to be put in a box. They have built a
life for them on their own terms, where they are proud of their sexual
orientation, but that’s not it, they are proud to be so much more.
True to the campaign
thought that emphasizes on the lifestyle, Levi’s® acknowledges the barriers of
perception and yet allows one to achieve greater values and refuses one’s
identity to be limited to one’s sexuality.
Link
to the manifesto: https://youtu.be/LrPJZJ53BV4
About
the personalities featured in the video:
Onir:Onir
is an Indian film and TV director, editor, screenwriter, and producer. He is
best known for his film My Brother…Nikhil. My Brother.... Nikhil was one of the
first mainstream Hindi films to deal with AIDS and same-sex relationships. Onir
won the National Award for his film I Am and about 13 total film awards. While
the industry stereotyped his work as LGBTQ work, he continues to challenge the
perceptions of the society around homosexuality, by taking the conversation
forward on acceptance and equality.Onir’s story is that of pushing boundaries
through persistence and continuous effort towards a world where one’s sexuality
doesn’t dictate their life.
Aravani:Aravani Group based out of Bangalore
has been making a difference using art that shakes up your conscience. It is
changing the perception of people towards the Transgender community through
visual arts and socially inclusive experiments. In a world where the
transgender community has little control over the kind of life they can lead,
Aravani group illustrates that nothing can stop you from dreaming, and if you
work towards it, nothing can stop you from living your dream.Their story
captures the colorful life which at one point, they wished to lead.
Sushant:Sushant Divgikar is an Indian model,
actor, performer, singer, and video jockey. In July 2014, he was crowned Mr.
Gay India 2014. He represented India at Mr. Gay World 2014. While Drag is still
a relatively new art form in India, Sushant Divgikar has found himself a place
internationally with, Rani-Ko-He-Nur his drag avatar inspiring many others to
embrace their identity as a whole. Sushant thinks, being gay is not the only
thing about oneself. Over the years, he has developed a deep understanding of
self and that is exactly why he celebrates all of him, every day. His story
showcases how self-love can make you more than what you could imagine.
Priyanka:Priyanka
is the youngest amongst the lot and has a fresh perspective on what it means to
be queer. With her art, she hopes to convey the need to analyze the accepted and
re-enforced social systems and norms and to re-evaluate all the wrong in
society, especially from an early age. She hopes her art questions the status
quo and provides a voice to the unheard and not only the members of the pride
community. Her protest goes beyond gender, orientation, caste, color, creed,
religion. It talks about the reality.Her story is about how she doesn’t fit in
any of the society’s brackets- she makes it themselves. Priyanka has also
crafted a manifesto poem for the concept of ‘Proud To Be More’ that captures
the true emotion of this lifestyle.
About the Levi’s® brand
The
Levi’s® brand epitomizes classic American style and effortless cool. Since
their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become
one of the most recognizable garments of clothing in the world – capturing the
imagination and loyalty of people for generations. Today, Levi’s® brand portfolio continues to evolve
through a relentless pioneering and innovative spirit that is unparalleled in
the apparel industry. Our range of leading Jeanswear and accessories are
available in more than 110 countries, allowing individuals around the world to
express their personal style. For more
information about Levi’s® brand, its
products, and stores, please visit levi.in.
About Levi
Strauss & Company
Founded In
1853, Levi Strauss opened a wholesale dry goods business in San Francisco that
became known as Levi Strauss & Co. Seeing a need for work pants that could
hold up under rougher conditions, he and Jacob Davis, a tailor, created the
first jean. In 1873, they received a U.S. patent for "waist overalls"
with metal rivets at points of strain. The first product line designated by the
lot number "501" was created in 1890.
Today we
are one of the world's largest brand-name apparel companies and a global leader
in jeanswear. We design and market jeans, casual wear and related accessories
for men, women, and children under the Levi's®, Dockers®, Signature by Levi
Strauss & Co.™ and Denizen® brands.
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