An advertisement war has unleashed between American Eagle and Gap, centered on one product: jeans. The feud is not truly about denim, though. It focuses on centuries-old issues of racism and the modern world’s take on inclusion. Sydney Sweeney, starring in American Eagle’s most recent advertisement campaign, did not attempt to hide the clear eugenics messaging. Alternatively, international girl group KATSEYE starred in Gap’s “Better in Denim” advertisement, promoting racial inclusivity with its diverse members. This advertisement strongly outshone American Eagle’s, challenging its harmful and backward views.
The American Eagle advertisements centered on the theme of Sweeney having “great jeans.” The white, blonde-haired and blue-eyed actress describes how genes passed down from parents determine physical and mental traits in offspring, going on to say, “My jeans are blue.” The use of the homophonic words creates a double entendre that goes far deeper. It suggests her traits are ideal, the same ones praised by white supremacists and used as a means of discrimination in ethnic cleansing by the Nazis.
Sweeney appeals to the male gaze in a low-buttoned jean jacket, a poor attempt to sexualize the already racist messaging. Her promotion of eugenicism only worsens harmful agendas resurfacing in today’s polarized political climate. This advertisement is nothing more than an attack on anyone who does not share Sweeney’s oh-so “desirable” traits.
KATSEYE, on the other hand, took part in a markedly different campaign that dominated social media. In the advertisement, the racially diverse girl group dances to Kelis’ hit song, “Milkshake” while highlighting each member. The advertisement highlights the Gap jeans worn by each girl, rather than gross racial undertones.
The marketing does a fantastic job of expressing the sentiment that Gap’s jeans look good on anyone, regardless of race or appearance. The jeans take the credit for the look, while the choreography by Robbie Blue goes above and beyond to create an evocative visual. Additionally, the advertisement’s release had perfect timing, being the first major jeans advertisement to come out after Sweeney’s. KATSEYE’s advertisement opposes eugenicist ideals and instead celebrates multiculturalism.
Since airing the controversial ad, American Eagle has experienced a decline in customer engagement. By doing so, the public has reduced support for the business in favor of inclusivity and acceptance. Buyers must be wary of the businesses they support and the messages brands send. Sweeney and American Eagle should not profit any further from the racist advertisement — they must be reminded that inclusivity should be celebrated like KATSEYE has accomplished.
