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Piers Morgan reignited online debate this week by teasing that Beyoncé had “cultural appropriation” after evoking Marilyn Monroe in a new Levi’s campaign.
The saga began on Wednesday, August 6, when Morgan shared an image on X of Beyoncé sporting Levi’s denim and platinum curls, quipping, “I’m amazed Beyoncé is appropriating Marilyn Monroe in her latest Levi’s ad.”
Swift backlash ensued as fans defended the 35-time Grammy winner, pointing out that Monroe was an individual, not a culture. Unfazed, Morgan countered with a throwback photo of himself and Beyoncé, lamenting, “I can’t believe anyone took my obvious joke seriously… Oh, right, the woke brigade lacks humour.”
When a follower insisted Beyoncé eclipses Monroe in glamour, Morgan conceded, “I can’t argue with that.”
Billboard has contacted Beyoncé’s team for comment.
This isn’t Morgan’s first foray into controversy. His show Uncensored and social channels have a history of incendiary remarks, and even Megyn Kelly recently decried the Levi’s ads as “inauthentic” while praising Sydney Sweeney’s American Eagle commercials.
Morgan maintains his jibe was in jest; responding to Dionne Warwick’s critique, he tweeted, “It was a joke!”
Yet he doubled down on criticism of cultural appropriation, writing, “The whole concept is nonsense. Why not celebrate the world’s fashion and cuisine?”
This exchange follows October’s uproar when Morgan aired Jaguar Wright’s allegations against Beyoncé and Jay-Z, later retracting them under legal pressure and apologizing on air.
So far, Beyoncé has remained silent. Her Levi’s collaboration continues, most recently in a new spot trading a horse for a motorcycle—fueling speculation of a forthcoming rock-inspired album.
