American Eagle came out with a campaign featuring Sydney Sweeney called “Sydney Sweeney Has Great Jeans,” sparking controversy across the globe. American Eagle has been a staple in teenagers’ wardrobes for decades, so what’s with the recent criticism?
Many people are concerned about the underlying meaning behind the new American Eagle campaign. In the advertisement, Sydney Sweeney states “”Jeans are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.” While American Eagle claims to advertise how jeans look good on everyone, the commercial’s play on words using “genes” and “jeans” seems to have a different impact; after stating “my jeans are blue” the narration states that Sydney’s “jeans” are great. Many people see it as a way to commend the white beauty standard, including light hair and blue eyes, stating that the advertisement promotes ideas like eugenics.
However, according to Forbes magazine, as a result of this ad, stock shares surged over 30% as the advertised jeans sold out within a week, despite speculation over the advertisement’s intended purpose. Especially after President Trump’s endorsement, calling the ad the “HOTTEST ad out there,” sales boosted as the jeans went out of stock.
Soon after, GAP released their viral advertisement campaign “Better in Denim” in collaboration with KATSEYE, an all-female musical group. KATSEYE features a diverse array of members, featuring members from the Philippines, South Korea, Switzerland, and the United States. This advertisement features dancing to “Milkshake” by Kelis. This dance has gone viral over many social media platforms including Instagram, tripling its previous view record by millions of views, attracting a Gen Z audience with Y2K fashion and 2000s nostalgia.
But, how is the success of GAP measured in the market? This move from the company led to about a 5% increase in net sales to about $724 million. Richard Dickson, the CEO of GAP Inc, quoted “People aren’t just watching, but they’re actively joining and suggesting that this is actually a cultural takeover.” The musicality featured in the GAP advertisement attracted many, leading to a boost in sales in the company.
Overall, the GAP “Better in Denim” campaign shows an approach opposite to American Eagle’s “Sydney Sweeney Has Great Jeans” campaign. Both advertisements, however, have taken up much social media attention and continue to spark discourse across the globe.
