Three major retailers—American Eagle, Gap, and Lucky Brand—released star-studded denim campaigns that went viral. American Eagle's campaign "Sydney Has Great Jeans" generated online debate, with critics accusing it of referencing eugenics and racial supremacy. Others, including President Donald Trump, praised Sydney Sweeney and American Eagle, and the retailer's stock rose in early August after Trump's response. American Eagle stated, "Great jeans look good on everyone." Gap released an ad featuring global pop girl group Katseye dancing in denim to "Milkshake" by Kelis and described the campaign as "bold, expressive, and inclusive." The Gap ad amassed nearly two million Instagram likes and more than 22,000 comments. Lucky Brand's campaign with Addison Rae earned praise for its dance-focused styling.
American Eagle started the jeans war in July with its campaign, "Sydney Has Great Jeans." Critics suggested it was a nod to eugenics and the idea of racial supremacy. Others, including President Donald Trump, praised Sweeney and American Eagle, or said people were reading too much into the ad. (Trump's response sent the retailer's stock soaring in early August.) American Eagle stuck by its ad, saying in a statement following the controversy, "Great jeans look good on everyone."
On Tuesday, Gap threw down the gauntlet with a new ad of its own. It features the global pop girl group Katseye dancing fully clad in denim to "Milkshake" by Kelis. The campaign aimed for a "bold, expressive, and inclusive point of view," Gap brand CEO Mark Breitbard said in a press release. Gap didn't directly throw shade at American Eagle or Sweeney in the ad, but users on social media started comparing the two campaigns as the Gap ad grew viral.
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