Jeans have been the foundation of America for a while now with origins as workwear for immigrants and other workers during the gold rush. In recent years, the ads and marketing business of these pants have been one of the most competitive arenas as they try to get people to join their brand for this denim journey. Celebrities and bands like Syndey Sweeney, Katseye, Troye Sivan, Jungle, Duke Dennis, Glorilla, and Beyoncé have all recently collaborated with denim brands, giving purchasers more reason to buy their apparel and shop their brand. Fans feel a personal connection with celebrities. If a consumer sees their favorite star wearing Calvin Klein jeans, they’re more likely to associate the brand with personal style, making them want to buy the product even more. The only issues with involving stars in an advertising campaign is that if there is any controversy it will be associated with the ad and how the company was perceived before the video.
Sydney Sweeney has become a big figure in roles in TV series such as Euphoria and The White Lotus. Many young women look up to her due to her looks: stereotypical blonde hair, blue eyes, and all-American woman appeal. Her influence extends beyond acting; she’s seen as a symbol of beauty in the media. Her work highlights her influence on youth, and she resonates deeply with her younger audiences who see her as relatable. However, this image is sometimes shaped by the industry’s standard, which often emphasizes her physical appearance too much instead of her talent.
Sydney Sweeney faced controversy related to her image and public perception. Fans have debated the industry’s tendency to sexualize young actresses, which can bring down the impact of Feminism that she tries to bring to the media. The recent American Eagle ad that she was featured in involved the star dressing in denim and talking about the features she had. The advertisement repeated that, “Sydney Sweeney has great jeans,” using a play on words with the pants and her physical genetics, hence the word genes. The video highlighted her blue eyes, body, and blonde hair, sparking racist controversy that her stereotypical white appearance is good instead of using someone of a different race or ethnicity to play the role. The role in this ad was seen as too sexual and a smack to Feminism, as it only highlighted the woman’s body and appearance instead of her mental and emotional abilities. Sydney Sweeney has also had controversy in a former ad she did a while back, making people believe that her agency is purposely trying to sexualize her character. In 2025, she partnered with the soap brand Dr. Squatch and made a soap with her name and brand. It was labeled Sydney Sweeney’s Bathwater Bliss. Without physically saying it, the advertisement and point of the soap were hinting that the cleaning product was made using water that she had bathed in, basically exploiting her appearance and image for the appeal to men buying this product. These two controversies opened up a broader conversation about agency versus exploitation in celebrity culture. It can lead to actresses like Sydney being labeled a certain way when their managers make these controversial mistakes.
Just as this ad began gaining popularity, the girl group Katyseye debuted their collaboration with Gap. They were seen dancing in their jeans to the song “Milkshake” by Kelis, breaking the internet with two very different styles of advertising. Katseye is a new and upcoming K-pop group that focuses on inspiring the youth and expressing fashion and style in their music. The singers and dancers are known for their diversity, making this ad a worldwide hit, inspiring millions of viewers. Fans and critics discussed the differences between these two advertisements, pointing out the fact that even though Katseye’s video still had a promiscuous dance style, it was not perceived as misogynistic like Sydney Sweeney’s.
Jean ads have taken on more of a movie style, creating a competition as to which brand will come out with the best music video and celebrity sponsor. Levi’s just came out with Beyoncé, advertising their cowboy-style jeans because of her new Cowboy Carter album, as well as Duke Dennis and Glorilla promoting True Religion. The ideas were good, but they didn’t catch the attention of viewers like Katseye did. The group’s edgy style, flexible dance moves, and Gen Z type of feel really caught the attention of many. The band is also up-and-coming and only debuted a few months back. Even though each member comes from a different background, instead of their managers disregarding this aspect of each member, they embrace their culture through their styles, accessories, and dance moves. They also embrace femininity as an all-girls group through their subtle sexual undertones in poses, dance moves, and lyrics. These moves were considered empowering and uplifting by fans instead of derogatory and exploitative.
The Duke Dennis and Glorilla’s True Religion advertisement also created controversy due to the difference in portrayal between genders. While his persona was more laid-back in jeans and clothes, showing a very nonchalant and chill personality type, Glorilla’s personality was portrayed as overly sexual in the jeans. True Religion did authentically match the personalities of the rapper and streamer, but due to their clashing personalities, it wasn’t much of a hit for audiences.
Denim advertisements aren’t just for fashion anymore. They’re an expression of identity and a new form of entertainment and publicity for both the celebrities and the brand. Jeans may only be a piece of fabric, but with all the upcoming social media, fashion, and dancing trends, these videos influence the personalities of so many people worldwide. By aligning their products with admired celebrities, culture and fashion will remain closely tied to fame and influence. Starts will continue to shape the way we see and buy denim for years to come.
