Jeans are a staple clothing item in many wardrobes. From styles to brands, many have specific preferences when finding the perfect pair of denim, and a brand that fits those preferences.
Denim commercials have recently become a source of online discourse, with the spotlight on two brands in particular: American Eagle and Gap. The discussions sparked initially after American Eagle released an advertisement starring actress Sydndey Sweeney titled, “Sydney Sweeney Has Great Jeans.” The original ad, now deleted from the retailer’s official social media accounts, shows Sweeney sporting her American Eagle denim while delivering dialogue that left many questioning the message behind the advertisement.
“Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue,” Sweeney said in the ad.
The dialogue and creative vision behind the campaign ignited several discussions online. Some critics argued that the ad promoted eugenics, the discredited belief that the human race would benefit from selective breeding practices to filter out traits that were deemed less desirable. Many interpreted that “jeans” referred to “genes” rather than a pair of denim, saying how the ad promoted Sweeney’s physical characteristics being the reason behind her “great genes.”
“It is incredibly deliberate to say that a blonde-haired, blue-eyed white woman has ‘good genes,’” said user @modamensch on TikTok.
Others found similarities between this campaign and a 1980 Calvin Klein ad featuring actress Brooke Shields. Another campaign that ignited controversy, it sexualized the then 15-year-old Shields and added commentary such as “Genes are fundamental in determining the characteristics of an individual and passing on these characteristics to succeeding generations.”
Amidst the discourse, American Eagle posted a statement on Instagram regarding the situation. “‘Sydney Sweeney Has Great Jeans’ Her Jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone,” they said.
Weeks later, another denim ad was released, one that was received more positively by the public.
Clothing brand Gap partnered with global girl group Katseye in a campaign titled, “Better in Denim.” As the girls showed off their Gap denim, they delivered an addictive performance to the 2003 hit song “Milkshake” by Kelis.
“This is denim as you define it. Your individuality. Your self-expression. Your style. Powerful on your own. Even better together,” said the ad’s description.
The choreography, fashion, diversity and inclusivity of the campaign resulted in it trending on social media, with the ad’s catchy dance becoming a trend on TikTok. The choices surrounding this ad left viewers with a positive reaction to its overall message, that denim is better together.
“From a marketing perspective, the Gap ad featuring Katseye resonated more positively with audiences because it leaned into inclusivity, nostalgia and cultural relevance,” said president of the university’s marketing club Caxton Conner. “The choreography, music choice and diverse representation aligned well with current consumer values, especially among Gen Z.”
Conner also said why the American Eagle ad was receiving such negativity. “In contrast, the American Eagle ad with Sydney Sweeney faced backlash due to perceived tone-deaf messaging around ‘good genes,’ which some interpreted as exclusionary or elitist,” she said.
The two campaigns highlighted the importance behind brands’ creative choices when it comes to developing advertisements today.
“This situation highlights how important it is for brands to understand the cultural context they’re operating in,” said Conner. “Audiences today are quick to call out campaigns that feel out of touch, and they reward brands that celebrate diversity and authenticity.”
