'Artificial and fake!': Beyoncé faces criticism over Levi's ad as Sydney Sweeney's American Eagle campaign sparks political divide
Beyoncé’s latest campaign with Levi’s has become the center of a media storm, with political commentator Megyn Kelly publicly blasting the singer’s appearance in the ad. The criticism comes on the heels of a social media frenzy surrounding Sydney Sweeney’s American Eagle commercial, which has polarized audiences across the cultural spectrum.
Beyoncé’s Levi’s ad draws heat for being “artificial,” as Sydney Sweeney’s American Eagle spot earns praise from Trump and backlash from critics.
'Megyn Kelly.'
'Sydney Sweeney.'
'Beyoncé.'
levis/Instagram
The Levi’s advertisement features the pop icon showcasing the brand’s denim in a stylized, high-fashion shoot. However, Kelly took issue with the visuals, claiming they project a fabricated image of the singer. “This is the opposite of the Sydney Sweeney ad,” she wrote on X, formerly Twitter. “Quite clearly there is nothing natural about Beyoncé. Everything—from her image to her fame to her success to her look—is bought and paid for. Screams artificial, fake, enhanced, trying too hard.”
Kelly's statements quickly fueled debate online, with some defending Beyoncé's creative direction and others agreeing that the presentation appeared overly manufactured. The comments echoed a longstanding tension between Kelly and the 43-year-old artist, which dates back to Beyoncé’s foray into country music during her Cowboy Carter era.
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During her recent tour, Beyoncé played a blurred-out clip of Kelly criticizing her transition into the genre. Kelly, 54, responded by accusing the singer of “playing the victim” and using the footage to drum up sympathy from fans. The incident marked another flashpoint in their ongoing public sparring.
Although Kelly aligned herself with Sweeney’s seemingly “authentic” look in the American Eagle ad, she has previously questioned the actress’s social presence. In June, she expressed disbelief at Sweeney’s attendance at Jeff Bezos and Lauren Sánchez’s wedding, attributing the actress’s popularity to her physical appearance.
americaneagle/Instagram
Sweeney, 27, has emerged as a cultural lightning rod herself. Her denim campaign—featuring the tagline “Sydney Sweeney has great jeans”—was praised by former President Donald Trump, who labeled it the “hottest ad out there” and lauded her conservative alignment. Trump used the moment to contrast Sweeney’s popularity with what he called Taylor Swift’s decline, blaming her embrace of progressive values.
levis/Instagram
The ad sparked backlash from left-leaning commentators who were unsettled by the campaign’s play on genetics. Sweeney’s line—“My jeans are blue”—prompted accusations of promoting a Eurocentric beauty standard, with critics likening the message to eugenicist ideology. Some reactions labeled the commercial “Nazi propaganda in denim,” while others expressed discomfort with what they saw as the glorification of genetic “perfection.”
American Eagle has not commented on the controversy, though the campaign has achieved massive visibility, dominating online discussion and reportedly boosting sales. Sweeney has not directly addressed the backlash, but she has previously shrugged off criticisms of her political leanings, stating her work speaks for itself.
