Denim Ad Clash: A Chasm in Brand Narrative between Beyoncé and Sydney Sweeney

In the world of fashion advertising, two campaigns have recently made headlines for very different reasons. On one hand, Beyoncé's collaboration with Levi's, titled "The Denim Cowboy," has been celebrated for its empowering messaging and cinematic style. On the other hand, American Eagle's campaign featuring Sydney Sweeney has ignited controversy due to its perceived evocation of eugenics rhetoric and idealization of white beauty standards.

Last year, Beyoncé launched the Levi's 'Reiimagine' campaign, which was inspired by Nick Kamen's 1985 commercial. The campaign, part of Levi’s year-long REIIMAGINE series, centres on empowerment, reinvention, and cultural narrative rewriting. Beyoncé is depicted in a glamorous Western-inspired visual, blending classic Levi's style with bold, contemporary femininity and hints at a new artistic era for her. The messaging emphasizes strength, style leadership, and cultural relevance, reframing Levi's denim as a symbol of iconic womanhood and reinvention.

In contrast, the American Eagle and Sydney Sweeney ad, released a few months after Beyoncé's Levi's campaign, opened with Sweeney discussing her "great genes" before revealing it's about "jeans." The campaign's phrasing was criticized for evoking problematic associations with eugenics due to the emphasis on a white, blonde, blue-eyed woman representing "ideal jeans/genes." Publications such as Cosmopolitan, The Guardian, and The Daily Beast called out the ad's uncanny resemblance to white supremacist dog whistles.

American Eagle stood by the campaign despite the backlash, but the reception was more fraught. Debates focused less on the product and more on what the wording symbolized socially and culturally. The audience, particularly Gen Z, filled in the blanks and didn't like what they discovered, whether real or misread.

In comparison, Beyoncé's Levi's campaign was widely discussed with excitement and celebrated for its creativity and empowerment narrative. The success of the campaign is attributed to its intentionality, layered story, and rootedness in identity, legacy, and fashion history. The campaign has been credited with a $1.4 billion increase in revenue and 9% organic growth for Levi's.

In summary, the comparison highlights the contrasting messaging, tone, and receptions of the two campaigns. While Beyoncé's Levi's campaign is praised for its powerful and culturally rich storytelling, reinforcing positive identity narratives, the American Eagle and Sydney Sweeney campaign faced criticism for messaging that inadvertently evoked sensitive socio-political issues, affecting its reception negatively.

As of now, Sydney Sweeney herself hasn't commented on the backlash. The incident serves as a case study in what happens when a brand forgets that puns don't exist in a vacuum, jokes often need context, and misinterpretation can fill dead space.

[1] The Hollywood Reporter

[2] Campaign US

The '3D designer' was called upon to create an immersive layout for a creative UX design project, focusing on the branding and typography of a new entertainment-based app.
The recent controversy surrounding the American Eagle and Sydney Sweeney ad has sparked discussions among designers and artists about the importance of considering wider implications when crafting a campaign's messaging and visuals.
For the upcoming pop-culture themed UI redesign, the creative director is seeking inspiration from iconic logos and artistic styles represented by celebrities, aiming to infuse a fresh, contemporary aesthetic that resonates with the target demographic.
In response to the backlash, the 3D designer crafted a revised layout and changed the color scheme of the American Eagle and Sydney Sweeney ad, hoping to mitigate the controversy and better align the design with the brand's values.
The successful Levi's campaign, headed by Beyoncé, is set to inspire other fashion designers and UX/UI professionals, showcasing the potential of a thoughtful, empowering narrative that transcends product promotion and elevates a brand's reputation within the industry.
The entertainment industry's growing focus on diversity and representation was echoed by The Hollywood Reporter, which applauded Beyoncé's Levi's campaign for exemplifying the blending of cultural narratives, fashion history, and contemporary femininity.
Meanwhile, Campaign US pointed out the importance of a well-structured creative design, highlighting the impact of a strong, empowering narrative and a meticulously planned execution on a campaign's overall success.
As the American Eagle and Sydney Sweeney ad continues to generate debate, a Lessons Learned panel will be organized by the Art Directors Club featuring panelists from both Advertising and PR with the aim of promoting thoughtful and responsible design practices in the industry.