American Eagle has launched a new campaign featuring actress Sydney Sweeney, which highlights the importance of genetics when it comes to body shape. The ad pokes fun at the idea that great genes mean having a thin frame with blue eyes and blond hair. However, critics argue that this message perpetuates exclusionary beauty standards in the fashion industry.
The campaign has sparked backlash from celebrities like Lizzo, who posted a photo of herself wearing brown jeans on social media, saying that if American Eagle’s ad were to feature her, it would be different. This is not an isolated incident. Denim campaigns have a long history of promoting exclusivity, with many brands featuring only thin, white models in the past.
However, there has been progress in recent years towards greater body positivity and inclusivity. Brands like Universal Standard and Good American have made a commitment to inclusivity, featuring models of different sizes, genders, races, and ethnicities. Levi’s recently featured Beyoncé in a successful denim campaign, showcasing diverse models.
Despite this progress, some brands are reverting to previous practices. American Eagle’s latest ad signals a return to an era when body dysphoria was rampant in the fashion industry. The company has responded by claiming that the campaign is simply about jeans and has no deeper cultural significance. However, critics argue that this message ignores the subtext of the ad.
The importance of giving voice to the subtext of denim ad campaigns cannot be overstated. They have a long history of reflecting and shaping culture, for better or worse. It’s crucial to push back on size exclusivity and strive towards a more body-positive future. Great jeans should be universal, as everyone has always had great genes.
Source: https://www.popsugar.com/health/sydney-sweeney-american-eagle-ad-body-inclusivity-49454673