Fashion advertising was once about glamour and aspiration but in 2025, it’s become a battleground for representation, ethics, and cultural meaning. From “Good Genes/Jeans” puns that triggered debates on racial undertones to ads banned for promoting unhealthy body standards, the stakes are higher than ever. 

As stylists, catalog managers, and startup founders, it’s vital to navigate this charged terrain with creativity, consciousness, and a dash of fun. Let’s explore the controversies, dissect what they reveal about the industry, and chart a future where fashion advertising is both bold and beautifully inclusive.

1. When “Fashion Advertising” Sparks a Culture Clash: The American Eagle Jeans Campaign

In July 2025, American Eagle dropped a denim campaign starring Sydney Sweeney with the tagline “Great Jeans,” cheekily playing on “Great Genes.” Tensions rose fast critics called out the pun for its unintended nod to eugenics and Western beauty ideals, especially given Sweeney’s white, blonde appearance. Some found it over‑sexualized and tone‑deaf, especially to Gen Z women, the brand’s core audience.

Interestingly, despite or perhaps because of the uproar, AE’s stock spiked ~10 % immediately. But foot traffic reportedly dropped for two straight weeks post‑launch. It reveals that virality and controversy can boost visibility but may not translate into sustained consumer connection.

Key lesson for fashion brand managers: Being edgy can capture attention, but without anchored meaning or inclusive intent, it risks alienating core audiences.

2. The Thin Line: Regulating “Unhealthily Thin” Models

The UK Advertising Standards Authority (ASA) has recently cracked down on ads deemed to feature “unhealthily thin” models. Notable bans include campaigns by Zara, M&S, Next, and Warehouse. The M&S app ad was singled out for using angles and styling that accentuated collarbones and slim limbs in ways ASA found irresponsible.

The ASA urges advertisers to avoid promoting aspirational thinness, noting a spike in complaints 61 in 2024 alone and stressed that visual presentation, not just model choice, is under scrutiny.

For us in catalog and creative leadership roles: It’s imperative to showcase a realistic range of bodies, styled with respect and intention. Medical clearances aren’t enough if lighting, retouching, or angles skew perceptions.

3. Representation Realities: Is Inclusivity Retreating?

While fashion advertising often touts inclusivity, recent coverage suggests a mixed reality. Some campaigns face backlash for being tone‑deaf or excluding diversity under the guise of humor or edginess (e.g., American Eagle). Others, like Zara and M&S, are being scrutinized for lacking depth in their representation.

Meanwhile, broader industry patterns hint at erosion of plus‑size visibility. Fashionista reports that plus‑size representation nearly vanished from Fall 2025 runways a worrying regression after years of strides.

Yet there’s momentum too: According to some fashion experts, fashion is becoming more self‑aware in 2025 brands increasingly acknowledge past exclusion and begin addressing diversity more intentionally. Still, systemic barriers persist at leadership and agency levels, underscoring that representation shouldn’t be superficial or tokenistic.

4. Beyond Surface: Advertising with Joy, Authenticity, and Inclusive Storytelling

We’re reminded through these controversies that joy and diversity aren’t mutually exclusive; they must be intertwined. Real-world fashion branding success stories aren’t always flashy; they embrace humanity.

Example: GAP campaigns in 2025 pivoted from tension to authenticity, celebrating real bodies, movement, and everyday joy.

Structuring vibrant, inclusive advertising:

• Tell a story, not just sell a product: showcase personal narratives that reflect diverse audiences.

• Embrace imperfection: highlight features, body types, and styles that feel real, not idealized.

• Engage audiences playfully but meaningfully: humor is powerful when respectful and context‑aware.

5. Data Speaks: Why Inclusive Authenticity Matters in Fashion Advertising

It's not just moral, it's measurable. A study on Meta’s ad platform demonstrates a bias: ads featuring lighter-skinned models receive disproportionately more spend and engagement than darker‑skinned counterparts 64 % of budget flow in the experiment favored lighter complexions. If unchecked, ad algorithms can unintentionally deepen inequities.

By intentionally showcasing diverse models and stories, you not only align with ethical imperatives but also challenge algorithmic blindspots to reach broader audiences and drive genuine engagement.

Conclusion: Turning Controversy into Conscious Creativity

Fashion advertising in 2025 is in flux, caught between flashpoint controversies and a yearning for authentic connection. Whether it’s the backlash over the “Great Jeans” pun, ASA-regulated imagery, or the retreat of inclusive sizing, the message is clear: representation, joy, and responsibility must coexist.

As stylists, catalog managers, and founders, you wield creative power. When done thoughtfully, fashion advertising can uplift, resonate, and inspire without ruffling feathers in harmful ways.

Let’s craft campaigns that celebrate every body, culture, and story bringing joy, not just attention.

Ready to elevate your fashion advertising with purpose and creativity?

Try Ayna today to build inclusive, high-impact campaigns that truly resonate.