<p><span style="font-weight: 400;">Jeans are worn universally and with varying styles and uses, they remain a cultural symbol. We have recently seen a spark in popular jean advertisements, well-known actress and producer Sydney Sweeney, the girl-group known as Katseye and singer and media star Addison Rae. These people were all featured in jean advertisements around the same time, but received very different reactions from the public, why is that? Let’s analyze what makes a good advertisement, what those advertisements represent and who was able to achieve that. </span></p>
<p><span style="font-weight: 400;">American Eagle released their advertisement featuring Syndey Sweeney on July 23. Viewings skyrocketed, with their ad reaching over 9.3 million views on Youtube, but not for the right reasons. The ad faced backlash with many people claiming that it was promoting eugenics. This idea sparked from the moment Syndey Sweeney said “</span><span style="font-weight: 400;">Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.&#8221; Many felt that this carried a deeper message about what traits are deemed as desirable and others fought back claiming this was an overreaction, turning a promotion for jeans into a political agenda.</span></p>
<p><span style="font-weight: 400;">Less than a month later, Gap launched their advertisement with Katseye on August 19th. This ad featured the group doing unique choreography to the popular song “Milkshake”, released in 2003 by Kelis. The advertisement received positive feedback and the dance featured in the commercial gained media attention. Many compared this ad to Sydney Sweeney’s, applauding Gap and Katseye for their inclusivity and creativity. A mere two days later, Addison Rae launched her partnership with Lucky Brand. Her ad featured her hit song “High Fashion”, which matches her empowering and confident persona. With her fan base growing and the approval for the advertisement rising, we are left with the question: what makes an advertisement for jeans great?</span></p>
<p><span style="font-weight: 400;">At first glance, these advertisements may not appear to be that different from one another, but when taking a closer look at who is wearing the jeans, what they are promoting, and the messages left behind, the values and reactions to the ads could not be more different. One aspect where they differ is the music. Sydney Sweeney x American Eagle’s ad did not feature any music, only her script which is what prompted the backlash received. Katseye x Gap’s ad features the popular song, “Milkshake” by Kelis, released in 2003, creating a nostalgic atmosphere that highlights the work of a black-woman artist and encourages women empowerment. Addison Rae x Lucky Brand’s ad featured her song, “High Fashion”. By promoting her own music she is promoting self-empowerment and confidence. Another key aspect in which these ads differ is who is included in this ad? Sydney Sweeney x American Eagle’s ad features solely Sweeney. In contrast, Katseye x Gap’s ad not only featured Katseye, but includes other dancers which highlights inclusivity. Addison Rae x Lucky’s advertisement is interesting because it centers on Addison Rae but also includes other dancers, which creates a unifying, inclusive energy. Lastly, in terms of the actions and content featured in each ad, Sweeney relied on humor and wordplay, but this unintentionally backfired. Katseye combined fresh and unique choreography with a familiar beat, symbolizing inclusivity, enjoyment, and empowerment. Rae’s ad promoted not only her own music, but her lifestyle, promoting confidence and fashion.</span></p>
<p><span style="font-weight: 400;">The juxtaposing reactions to the advertisements represent what today’s media culture values. It is clear to me after this analysis that society today values dance, music, and cinematography. We consume so much media everyday and we want to feel empowered by what we are consuming. An advertisement won’t succeed solely off of the product, it needs to connect to cultural values. When an advertisement is inclusive and creative it thrives. These advertisements remind us that jeans are more than just clothing. They reflect the shifting cultural values of society and shape how we perceive ourselves and others. </span></p>
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Denim Drama: From Sweeney’s Backlash to Katseye’s Viral Hit
Feature image via Lilly Kaufmann