Piers Morgan sparked outrage when he claimed Beyoncé was “culturally appropriating” Marilyn Monroe by evoking her distinctive style in a new Levi’s ad, which sees the singer in bedazzled denim and platinum curls. His remark, intended as a joke, triggered backlash from fans who accused him of missing the nuance and professionalism of artistic homage.

Morgan, host of Piers Morgan Uncensored, took to X (formerly Twitter) to voice dismay, writing,

“Very disappointed to see Beyoncé culturally appropriate Marilyn Monroe in her new Levi’s ad"

The tweet triggered swift backlash from fans, with one commenter retorting,

“This is an idiotic post. Just say you think she looks attractive and go,” and another firing back, “Marilyn Monroe is not a culture, Piers.”

Facing mounting criticism, Morgan insisted he had been jesting:

“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.”

Adding fuel to the fire, he later shared a friendly photo of himself with Beyoncé, accompanied simply by a red heart emoji, underscoring that his tone was meant to be light‑hearted.

Fans of Beyoncé defended the campaign, pointing out that the singer has consistently drawn from different eras of pop culture throughout her career. Some argued that the look was less about Monroe specifically and more about reimagining the glamour of vintage Hollywood through a modern, Black female lens.

“Beyoncé isn’t copying Marilyn,” one user wrote, “she’s reclaiming the aesthetic in her own image.”

As the conversation continues to stir across social media, no one from Beyoncé’s team has responded to Morgan’s comments. The singer herself has remained silent, leaving fans and critics alike to interpret the message of the campaign in their own way.