Sydney Sweeney‘s American Eagle jeans ad campaign has received considerable criticism since its launch and has also found staunch supporters. Many have accused the apparel company of using eugenicist rhetoric in the ad. Now, Gap and J.Crew’s former CEO and fashion executive, Mickey Drexler, has weighed in on the discourse surrounding the ad campaign. Drexler is currently the CEO of Alex Mill, a clothing brand launched by his son.
Fashion executive comments on Sydney Sweeney’s jeans ad
Mickey Drexler recently appeared on the Rapid Response podcast, hosted by Bob Safian. In it, he discussed a variety of topics, from his time at Gap and J.Crew to the current events in the retail market.
During the discussion, the Alex Mill CEO was asked about the discourse surrounding Sydney Sweeney’s American Eagle ad campaign. Drexler revealed that when he first saw it, he thought it cost a fortune as the Euphoria actress was “a hot commodity.”
Drexler highlighted American Eagle’s lack of accountability. He stressed that the apparel company “did not talk to the issue,” which they should have done. “And that created more news,” he added.
He noted that the situation around the American Eagle ad campaign would have been better if they had said, “Sorry, I screwed up, all right, we learned the lesson.”
Safian noted that the current market climate for brands was “tricky,” wherein they struggled to define themselves without sparking controversy. He also wondered if consumers enjoyed the controversy.
In response, Drexler emphasized the importance of “brand right.” He stressed that it wasn’t difficult for companies to be “right with” their brand.
Drexler’s comments on Sweeney’s American Eagle ad campaign come after Gap’s launch of its new jeans campaign, Better in Denim. This campaign is fronted by the girl group KATSEYE. In celebration of the campaign’s launch, Gap released a limited-edition hoodie that bears KATSEYE’s logo.
