In July, the phrase “Sydney Sweeney has great jeans” quickly became the talk of the month, but not for the reasons American Eagle likely anticipated. The actress, known for her role in Euphoria, was the star of a viral campaign for the brand’s classic denim line. However, instead of merely celebrating Sweeney’s style, the ad sparked a firestorm of controversy. Critics accused American Eagle of reinforcing racial undertones and promoting genetic superiority by showcasing Sweeney, blonde, blue-eyed, as the face of their jeans with the tagline. While the brand stood by its campaign, the backlash was swift and loud, forcing the conversation to shift from fashion to issues of representation, beauty standards, and the ever-evolving definition of what is “aspirational” in today’s marketing landscape. Nevertheless, American Eagle stock went up 25% after its earnings report, according to CNN Business.
Around the same time, other denim giants like Gap and Lucky Brand – both steeped in mass-market heritage – were similarly tapping into viral moments, using A-list celebrity campaigns to elevate their status. The result? A full-scale “jeans war” between fashion heavyweights, each vying for the title of the ultimate “luxury denim” brand.
The Rise of Denim as an Aspirational Item
Gap’s response came in the form of a cheeky, visually arresting campaign starring the K-pop group Katseye. In a bold, hyper-stylised dance video to Kelis’ “Milkshake,” the group’s head-to-toe denim looks made it clear: denim wasn’t just for the masses anymore. It was a statement piece, a cultural touchstone that resonated with consumers who wanted the high-end feel of exclusivity but at a price they could still afford. Gap’s use of K-pop, in particular, taps into a global phenomenon that has redefined the way brands connect with audiences. K-pop, which generated US$55 billion in 2022 alone, is not just about music – it’s a full-fledged cultural export, influencing everything from fashion to social media trends.
Lucky Brand, not to be outdone, enlisted TikTok sensation Addison Rae for a campaign that perfectly blended the digital world with the fashion world. In a slow-motion dance rehearsal set to her track “High Fashion,” Rae embodied a new kind of “aspirational cool” – one that was inextricably tied to the world of social media influencers and Gen Z aesthetics. The rise of influencers like Rae is part of a larger trend: the influence of social media personalities now outpaces that of traditional celebrities, with 94% of Gen Z consumers indicating they trust influencers’ recommendations.
It’s important to note that these campaigns weren’t just about selling denim; they were about selling a lifestyle – one where denim, once considered a humble staple, became a high-status item. As brands like Levi’s and American Eagle ramped up their celebrity-driven campaigns, denim’s status began to shift from affordable necessity to aspirational luxury. Levi’s, for example, has reported an increase in revenue, partially driven by collaborations with high-profile stars like Beyoncé.
The Denim Renaissance and Its Global Implications
The repositioning of denim as a luxury commodity isn’t merely a short-term trend. In fact, it signals a major shift in the fashion industry as a whole, where consumer expectations are rapidly changing. Denim’s luxury transformation reflects the global rise of “affordable luxury,” particularly in markets like China, India, and Southeast Asia.
This surge is driven by a younger demographic seeking entry into the luxury world, but with a more accessible price point. In these burgeoning markets, denim has become more than just casual wear – it’s a gateway to luxury. The notion of “affordable luxury” can be seen as a direct response to the booming demand for fashion that bridges the gap between high-end labels and mass-market brands. By aligning themselves with celebrities, brands like Levi’s and Gap have positioned denim as a symbol of coolness and exclusivity without the typically prohibitive price tag. As the global middle class grows, particularly in the Asia-Pacific region, these brands are capitalising on the aspirational desires of younger consumers, particularly in the 18-35 age group. Denim is now perceived as an entry-level luxury, offering consumers a taste of the high life.
The New Luxury: Athleisure and Beyond
While denim brands are fighting for supremacy, the story of mass-market luxury isn’t confined to jeans alone. Enter Alo, a brand that has transformed from a yoga staple to a full-fledged luxury lifestyle brand. Alo’s latest offering – a collection of leather bags priced from US$2,000 – US$3,600 – illustrates the brand’s shift from activewear to aspirational fashion. Once relegated to the niche world of fitness enthusiasts, Alo has successfully positioned itself as a brand that stands for both wellness and luxury, appealing to consumers who are eager to show off their “luxury fit” in the gym and on the street.
This pivot mirrors a broader trend in fashion, where the lines between leisurewear, athleisure, and luxury apparel are increasingly blurred. Athleisure brands like Alo have capitalised on the rising consumer desire for “wellness luxury”. The global athleisure market was valued at US$358 billion in 2023 and is expected to grow at a CAGR of 9.3% from 2024 to 2030, demonstrating just how significant this shift has been.
Just as designer handbags became a status symbol in early 2000s, today’s luxury consumer is seeking pieces that symbolise not only wealth but also a lifestyle rooted in health, wellness, and exclusivity. The success of brands like Alo in transitioning from a fitness-centric offering to high-end lifestyle apparel isn’t just a fluke; it’s part of a wider cultural shift. As Asia’s luxury market continues to grow, wellness and self-care are emerging as integral parts of the luxury identity. In cities like Tokyo, Seoul, and Shanghai, the demand for premium athleisure is skyrocketing, as consumers associate brands like Alo and Lululemon with both prestige and a holistic, health-driven lifestyle.
Brands like Alo are responding to this shift by positioning themselves not just as fitness brands but as aspirational lifestyle labels. Alo’s expansion into luxury bags, apparel, and even home décor has allowed it to tap into the wellness market while simultaneously embracing the desire for luxury and exclusivity.
Celebrity-Driven Strategy: Why Star Power is Key
The key to this mass-market transformation is, undoubtedly, the role of celebrity and influencer endorsements. Luxury, in the eyes of today’s consumers, is not just about scarcity and heritage; it’s also about cultural relevance and social cachet. The rise of influencer culture – especially in markets like the U.S. and Asia – has made celebrity partnerships a necessity for brands seeking to elevate their image.
Take, for instance, Travis Kelce’s collaboration with American Eagle. The NFL star, whose relationship with Taylor Swift has been a media sensation, brought a new level of cool factor to a brand once considered a basic denim destination. His involvement signified more than just a partnership; it was a way to infuse the brand with an aspirational edge, making it synonymous with pop culture relevance. For brands like American Eagle, Gap, and Levi’s, it’s no longer enough to simply have a celebrity endorse their products – they must be intertwined with the celebrity’s identity, creating a mutually beneficial relationship.
In Asia, where celebrity endorsements are often seen as a marker of both status and trendiness, partnerships like these have helped elevate brands to a new level. As Western brands continue to expand in the region, leveraging the influence of both local and global stars is essential to maintaining their allure.
BurdaLuxury’s Lens
Ultimately, the rebranding of mass-market staples as luxury items is indicative of a broader cultural shift in how luxury is defined. In today’s world, luxury isn’t solely determined by price or exclusivity; it’s about how a brand resonates with consumers, how it tells its story, and how it makes people feel. Denim, once thought of as the workwear of the masses, is now a symbol of cultural capital, intertwined with celebrity endorsements and viral moments that elevate its status. In a similar vein, athleisure and other affordable luxury items now occupy the space once reserved for high-end fashion, blurring the boundaries between class and aspiration.
The democratisation of luxury is being driven by consumer demand for accessibility, cultural relevance, and exclusivity in one package. In markets like Asia, where the appetite for Western brands is growing rapidly, these shifts are amplified, as consumers seek products that symbolise both their global identity and local pride. As brands continue to tap into celebrity culture and influencers to bolster their luxury images, one thing is certain: fashion is evolving. What was once considered mass-market is now a beacon of aspiration, offering consumers the chance to experience luxury on their own terms.
