American Eagle and Ralph Lauren Fashion Campaigns Use Race in Advertising

Publication Date: August 03, 2025

Overview

As fashion brands tap into cultural heritage and personal narratives to drive sales, recent campaigns have sparked intense discussions on racial sensitivity, highlighting the fine line between celebration and controversy in a polarized society. In late July 2025, American Eagle and Ralph Lauren released ads that drew contrasting reactions, with one accused of subtly endorsing white-centric beauty ideals and the other seeking to honor underrepresented histories, and both seeking increased sales.

Facts

On July 23, 2025, American Eagle launched a denim campaign featuring actress Sydney Sweeney, promoting jeans under the tagline “Sydney Sweeney Has Great Jeans,” which plays on a pun with “genes.” Sweeney shared the ad on her Instagram, stating, “I have great jeans… now you can too,” alongside a video showcasing the clothing.
American Eagle issued a statement clarifying the intent: “Sydney Sweeney Has Great Jeans is and always was about the jeans,” emphasizing that “Great jeans look good on everyone.”
On the same day, Polo Ralph Lauren introduced the Oak Bluffs collection, a capsule line inspired by the historic African American community in Martha’s Vineyard, featuring items like cricket sweaters, patchwork blankets, and distressed baseball caps.
Ralph Lauren described the collection in an official video: “Our portrait of American style, and our vision of the American dream, would be incomplete without Black experiences like this.”
Historically, Oak Bluffs has served as a summer retreat for African American families since the late 19th century, evolving into a cultural haven amid segregation-era restrictions on travel and leisure for Black communities.

Perspectives

American Eagle Outfitters: The company maintains the Sweeney campaign focuses purely on denim fit and personal confidence, rejecting interpretations beyond product promotion and asserting that their jeans empower wearers of all backgrounds to express themselves authentically.
Sydney Sweeney: As the campaign’s face, the actress positions the ad as a fun endorsement of comfortable, accessible clothing, sharing her own experience with the brand to encourage fans to find styles that suit their individual tastes and lifestyles.
Ralph Lauren Corporation: The brand views the Oak Bluffs collection as an essential acknowledgment of Black contributions to American culture, integrating these narratives into their vision of the nation’s diverse heritage to foster a more inclusive portrayal of style and aspiration.
Dr. Jebra Faushay (Social Media Commentator): Highlights the lack of offense in Ralph Lauren’s ad, positioning it as a respectful nod to Black communities without forced controversy, while questioning broader accusations of insensitivity in fashion.
Left of Black (Podcast and Cultural Platform): Praises Ralph Lauren’s approach as a bold embrace of diversity amid industry retreats, viewing it as a market-savvy move that builds authentic worlds around Black experiences to counter shrinking inclusivity efforts.

Considerations

Fashion’s increasing use of cultural and historical references can enhance brand relevance in the short term but may deepen societal divides if not handled with broad stakeholder input, potentially affecting long-term consumer loyalty.
Campaigns highlighting specific racial or ethnic narratives could accelerate industry-wide shifts toward greater representation, influencing public policy on corporate diversity standards and advertising regulations.
The tension between provocative marketing and social harmony underscores a trend where brands leverage controversy for visibility, which might evolve into more collaborative approaches to avoid backlash while promoting unity.
Economic pressures on retailers to stand out in a saturated market may prioritize heritage-focused strategies, leading to paradigm shifts in how diversity is integrated into global supply chains and consumer outreach.
Short-term sales boosts from viral debates could give way to sustained growth through genuine inclusivity, impacting broader trends in how fashion addresses systemic inequalities.