Beyoncé’s latest Levi’s advertisement, which pays tribute to Black glamour history, has unfortunately drawn criticism. Piers Morgan voiced his disapproval on Twitter, claiming Beyoncé was appropriating Marilyn Monroe’s iconic style. However, this perspective fails to acknowledge that Marilyn Monroe herself drew inspiration from earlier Black performers, such as Dorothy Dandridge and Josephine Baker. These pioneering entertainers established trends in style and beauty long before Hollywood began to embrace diverse looks.
This pattern of criticism surrounding cultural appropriation often intensifies with major advertising campaigns. A study in the Journal of Cultural Studies noted that online discussions about appropriation can increase significantly during these times. Many cultural commentators suggest this phenomenon can sometimes be more about performative outrage than a genuine understanding of cultural contexts.
Beyoncé’s engagement with Monroe’s aesthetic goes beyond simple imitation; it’s a clever marketing approach. The ad arrives during a strong period for denim sales, with a notable rise in global jeans purchases partly fueled by nostalgia. In this booming market, Beyoncé positions herself as both a style leader and a shrewd businesswoman. Her campaign cleverly uses elements of American pop culture heritage to connect with a wide audience, rather than merely copying Monroe’s image superficially. This approach is a sophisticated nod to the rich, interwoven histories of American beauty standards, Black creativity, and influential visual culture. It highlights how figures like Beyoncé engage with and recontextualize cultural touchstones, and you can explore more on this topic at Beyoncé’s Cultural Homage.
Ultimately, Beyoncé’s Levi’s campaign serves as a layered tribute. It thoughtfully reflects the combined histories of American beauty, Black innovation, and the evolution of commercial imagery. Understanding these deeper connections offers a more nuanced view than simply reacting with surface-level criticism.
Want to make a statement?
Leave a comment about this here!
[efb_feed fanpage_id=”BlackCosmopolitan” words_limit=”25″ post_limit=”1″ skin_id=”115758″ cache_unit=”1″ cache_duration=”days” live_stream_only=”0″ load_more=”0″ links_new_tab=”1″ show_like_box=”0″]
Why is Piers Morgan even speaking about this???
First off Marilyn’s image was curated from many sources including Dorothy Dandridge with whom she was at the very least acquainted if not friends. That’s no secret and well documented.
Secondly Beyoncé has taken inspiration from lots of influential women before her including Marilyn and of course Dorothy and Josephine. Also well documented.
Third Piers Morgan couldn’t be more irrelevant and ignorant to the conversation of the appropriation of any culture.
Women like Dorothy Dandridge and Josephine Baker were trailblazers and style icons who don’t always get the recognition Marilyn Monroe does and they should. The erasure or minimal recognition for Black women as style innovators is the larger issue which Piers knows nothing about!!!!