“Brands are active participants in a global dialogue, with cultural fluency not just a marketing advantage but a foundational element of successful contemporary business strategy,” she said.Â
Fataar added: “In this transformational and pivotal moment in global history, and specifically in the U.S., ensuring a variety of perspectives both in ideation and, importantly, in decision making is essential.”
Return of the Male Gaze
Intentional or not, American Eagle’s campaign is a trip back in time to the so-called “pre-woke” era that held fast to a stereotypical view of the ideal American woman: young, beautiful, buxom, and almost invariably caucasian. It was an industry norm that endured for decades.
In 1971, for example, National Airlines ran a hugely successful campaign that featured coquettish flight attendants inviting male viewers to “fly me.”Â
In 1980, Calvin Klein pushed the envelope further with ads—which some have compared to American Eagle’s current effort—featuring a 15-year-old Brooke Shields pulling on skin-tight jeans and, in a sotto voice, addressing the camera: “Do you know what comes between me and my Calvins? Nothing.”Â
A quarter of a century later, little had changed. GoDaddy’s ad for the 2005 Super Bowl featured voluptuous model Candice Michelle spilling out of a too-tight tank top, feigning embarrassment when her bra strap broke.