Two major fashion brands, GAP and American Eagle, recently launched campaigns, with both drawing attention for opposite reasons.
American Eagle’s new ad campaign came out in July starring actress Sydney Sweeney, known for her roles in “Euphoria” and “Anyone But You.” She models classic denim outfits in an ad inspired by Brooke Shields’ 1980 Calvin Klein ad. Some critics have noted that the marketing’s focus on a single blonde, blue-eyed star when talking about genes links to a long history of fashion imagery tied to ideals described as “eugenics aesthetics.”
Students voiced that the American Eagle Sydney Sweeney ad was not very feminist.
She thinks that the GAP ad shows more of what women can accomplish, said Mylee Woods, 12.
Meanwhile, GAP partnered with the global girl group Katseye. The ad came out in August, seemingly in response to the American Eagle ad. The campaign features members from different cultural backgrounds reflecting the group’s diversity. The group performs choreography to the popular song “Milkshake” by Kelis, appealing to both young audiences who grew up with this song and older audiences who remember the song from when it was released. The ad aims to connect denim to youth, inclusivity and global appeal.
The GAP ad shows more cultures and emphasizes everyone’s differences in contrast to how the American Eagle ad shows the stereotypical Hollywood beauty standards, said Mariah Gonzales, 12.
Both companies attempt to influence young people. American Eagle uses a single Hollywood actress to represent a traditional nostalgic style, showing the conservative shift in America and causing backlash. Then GAP showcased a diverse music group to appeal to a wide international audience, and was met with praise.
Even teachers expressed their opinion on the topic which shows the impact of these two advertisements. They have shaped the way we view other denim campaigns and ads in general, leaving people hyper-critical of marketing and the brands they choose to support.
One English teacher thinks American Eagle could have done a better job, and understands why people are mad, but takes it with a grain of salt. Although she hadn’t seen the GAP ad when it was explained she thought that would influence the youth more, said Sara Chapell.
“I thought the Sydney Sweeney [American Eagle] ad was kind of weird – it wouldn’t influence me to buy their jeans. I thought the [GAP] ad was fun, I liked the dancing, and I just like Katseye, so that would influence me to buy their stuff,” said Katherine Emeterio, 11.
