Beyoncé’s Levi’s campaign sparks new debate around Sydney Sweeney’s controversial denim ad

While Beyoncé reclaims denim as empowerment, critics say the Sydney Sweeney ad from American Eagle leaned into controversial messaging about beauty ideals—igniting cultural debate (Image: Levi's, American Eagle/ Instagram)

Beyoncé's most recent denim campaign with Levi's has sparked new debates because of how it differs from Sydney Sweeney's now-infamous American Eagle commercial. The world-renowned musician appears in Levi's latest "Reimagine" campaign, showcasing classic denim ensembles with her trademark self-assurance.

Many think that Sweeney's previous campaign, which was criticized for its alleged references to white supremacist ideas and apparent racial insensitivity, is subtly addressed by the striking images. In contrast, Beyoncé's strategy has been praised as a celebration of Black identity, variety, and representation in American fashion.

Beyoncé's ad is praised for providing a striking, fashionable contrast. Wearing an eye-catching denim-on-denim ensemble that includes flared pants, an embroidered jacket, and a fitting vest, Beyoncé is more than simply a model.

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Launched in February, Beyoncé’s “Reimagine” Levi’s campaign featured her in bold denim-on-denim looks, channeling vintage Americana through a modern lens
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The American Eagle campaign with Sydney Sweeney, which became one of the most divisive ads of 2025 almost immediately, is now being compared by certain fashion commentators with this

Based on the pun "Sydney Sweeney has wonderful jeans," the ad included contentious allusions to "inheritable genes" and blue-eyed beauty. Many critics believed that the advertising, which framed white traits as desirable or aspirational, unwittingly mimicked eugenic notions.

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Media publications, such as The New Yorker, and fashion experts have noted that the divergent responses to both campaigns highlight more profound cultural differences. They contend that Beyoncé's advertisement presents a more inclusive and expansive vision for American fashion, while Sweeney's upholds antiquated beauty standards.

Conservative figures, including former US President Donald Trump, supported Sweeney’s ad, praising its 'anti‑woke' vibe. The American Eagle stocks saw a rise in value following the release of the campaign—almost $200 million in market value, between one session of trading.

The debate stands to prove that fashion and branding have—and probably always did—serve as battlegrounds for identity politics. Beyoncé's campaign, most say, is more than just a jeans ad-it's a cultural inclusivity statement. Whereas Sweeney's denim ad, meant as a cheeky wordplay, became the epicenter for broader conversations on race, beauty, and media messaging power.