Blue jeans were once called “Negro cloth.”

Not because they were worn by the culture—but because enslaved Black people created the culture that made them iconic. They dyed the fabric using indigo, often with their bare, stained hands, producing the cloth that would eventually outfit miners, farmers, mechanics, and now—celebrities in million-dollar ad campaigns.

So when social media started comparing Sidney Sweeney’s new American Eagle campaign to Beyoncé’s Levi's partnership, I paused.

Because it’s not just about denim. It’s about depth.

And comparing the two? That’s not apples to apples. That’s apples to marketing misalignment.

Let’s Talk About Intent

Sidney Sweeney is a talented actress and model. This isn’t a takedown of her. But the presentation of her campaign, its visuals, its history—versus what Beyoncé represents with Levi's?

That contrast is loud.

Because Beyoncé doesn’t just wear clothes. She embodies meaning. She chooses partnerships with purpose. She centers her Blackness, her womanhood, and her influence with intentionality. And she’s never been afraid to make folks uncomfortable in doing so.

We can’t say the same for American Eagle.

Flashback to 2017

Let’s not act brand-new here. This is the same American Eagle that, in 2017, was caught selling bracelets modeled after slave shackles.

Yes, you read that right. Slave. Shackle. Bracelets. As fashion accessories.

And in response to this current backlash? Their tone-deaf reply basically said:

"We don’t care what people think."

That statement didn’t just miss the mark……it told us everything we needed to know.

They told us who their audience is. And if you didn’t catch it in the copy, you could definitely catch it in the comments: A swarm of supporters praising them for "bringing back real beauty."

What they really meant? Bringing back a beauty standard that excludes, erases, and uplifts only one kind of look.

Where Does That Leave the Customer Experience?

Usually, this is the part where I tie everything into customer journey mapping, voice of customer feedback, and brand trust.

But today? I’m tired. And frankly, we're tired.

Because once again, we’re watching culture be commodified, whitewashed, and rebranded through a lens that refuses to acknowledge its origins.

This is bigger than aesthetics. It’s bigger than poses. It’s about how brands move when no one is watching—and especially when everyone is.

So What Can Brands Learn?

• Customers are watching. And they’re emotionally intelligent.

• Intent matters. Representation without research is empty.

• Responses matter more. Telling your audience you don’t care? That’s how brands die.

Beyoncé's Levi's campaign wasn’t just denim. It was dignity. It was design rooted in cultural memory. It was partnership with legacy.

American Eagle gave us...a look. And an attitude.

Final Thought

Not all denim is created equal. And not all partnerships carry the same weight.

So before we keep asking why people are “reading too much into it,” maybe ask why some brands refuse to read the room.

Because some of us aren’t just modeling the look. We’re carrying the story of the hands that dyed it.