Meanwhile, American Eagle and Sydney Sweeney aimed for quirky wordplay, a joke that didn’t land, and got a PR headache. The ad, which opens with Sweeney discussing her “great genes” before revealing it’s actually about “jeans,” ignited immediate backlash. Critics accused it of evoking eugenics rhetoric and idealising white beauty standards.

Megyn Kelly blasted Beyoncé as “artificial” and “fake” after the singer was featured wearing a blonde wig and decked out in denim in a new ad campaign by jeans giant Levi’s — reginiting a long-simmering feud with the pop diva.