Controversial chat show host Piers Morgan has found himself at the center of controversy after facing backlash for accusing Beyoncé of ‘culturally appropriating’ Marilyn Monroe in a recent advertisement.
Following the buzz around Sydney Sweeney’s American Eagle campaign, which highlighted her ‘great jeans’, the focus has now shifted to Beyoncé, who posed for a new Levi’s ad.
The advertisement, shared on Levi’s official Instagram page on August 5, showcases the ‘Who Run The World’ singer wearing a bedazzled denim crop jacket paired with matching jeans.
In the photos, Beyoncé sports short, curly blonde hair and completes her look with sparkling silver shoes.
The campaign has garnered much praise from fans, with one saying, “If these jeans will have me looking like this I need every pair,” though some have compared it to Sweeney’s campaign, commenting: “Team Sweeney.”
Piers Morgan, host of Piers Morgan Uncensored, added his voice to the discussion by expressing his disappointment on X, formerly Twitter: “Very disappointed to see Beyoncé culturally appropriate Marilyn Monroe in her new Levi’s ad.”
Morgan isn’t alone in his viewpoint, as others on Levi’s Instagram have also accused Beyoncé of cultural appropriation. This term describes when elements from one culture, typically a minority, are used by members of another culture in a way that is seen as disrespectful or exploitative.
Despite Morgan’s opinion, many quickly disagreed with him. One person responded, “This is an idiotic post. Just say you think she looks attractive and go,” while another commented, “Marilyn Monroe is not a culture Piers.”
A third person simply remarked: “Have a day off.”
In response to the criticism, Morgan defended himself, claiming his comment was not meant to be taken seriously.
“I would say I can’t believe anyone took my obvious Beyoncé joke post seriously… but I forgot the woke brigade have zero sense of humour,” he stated.
He later shared a follow-up post featuring a photo of himself with Beyoncé, adding a red heart emoji.
Levi’s has been collaborating with Beyoncé since 2024, a partnership that began as part of a campaign inspired by both the legacy of the Levi’s brand and the forward-thinking vision of one of modern culture’s most influential figures.
In its campaign announcement, the brand mentioned: “In a series of chapters, the new campaign reinterprets several of the Levi’s® brand’s most iconic advertisements, bringing them into the modern era.”
UNILAD has contacted representatives for Beyoncé, Morgan, and Levi’s for comment.