On July 23rd, American Eagle released an advertisement featuring actress Sydney Sweeney that went viral, but for reasons the company may not have intended.
The campaign titled “Sydney Sweeney Has Great Jeans” sparked backlash. The word “jeans” was used as a play on “genes,” blurring the line between fashion and inherited traits. In the ad, Sweeney states: “Jeans are passed down from parents to offspring, often by traits like hair color, personality, or even eye color. My jeans are blue.”
“To me, the American Eagle ad made no sense,” said senior Aiyanna Greenwood. “When Sydney Sweeny mentioned her ‘fit’, it confused me because not only did they not look good, but they also did not fit her body well; the jeans looked awkward, [the lighting was off, making the ad look] lifeless and dull.”
Since then, the campaign has sparked debate over advertising ethics, with many questioning whether the attempt at wordplay crossed a line in sensitivity and social values.
“I think it gave the store a bad reputation, especially since they chose someone who made those kinds of comments to represent them,” said Lynnhaven Mall American Eagle Employee, Lily States. “Sydney Sweeney is a talented actor, but she wasn’t the best choice for this ad. It definitely [impacted the store negatively.]”
A month later, on August 19th, Gap released a denim campaign featuring diverse global girl group Katseye, titled “Better in Denim.” The ad used Kelis’ hit song “Milkshake” and set a new standard for fashion marketing. Gap’s ad celebrated self-expression, early 2000s fashion, and dance trends.
“I feel [like] Gap really connected to many people out there and created a trend that any and everyone likes, not making people feel like it was only meant for a specific target audience,” said Greenwood. “Katseye was able to go all out in those jeans; from Danielle doing a leg hold in jeans, shows how durable, flexible, and cute those jeans are. I personally loved Manon, Lara, and Megan’s jeans because Gap was showcasing their design on denim and had them in different attire from the rest of the background dancers, who were also dancing full out in Gap’s regular jeans they already had.”
Gap, collaborating with the diverse group Katseye, makes the audience feel more included, suggesting that their jeans are for everyone.
“I think Katseye allowed a level of diversity that made it feel more inclusive, as well as them being trained professionals, which made it a very enjoyable ad,” said senior Kayla Rose. “It made it seem like it was filmed constantly through one shot, [making it] flow very well.”
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