A Rising Star Speaks Out

Hip-hop artist Ice Spice is no stranger to making headlines, but her latest controversy has nothing to do with music. The Bronx-born rapper took to social media this week to voice her disappointment at not being chosen for American Eagle’s latest denim campaign.

“Honestly, I’m shocked I wasn’t even considered,” she wrote in a widely shared X (formerly Twitter) post. “After all I bring—style, culture, influence. Feels like they’re missing the whole point. Maybe it’s time to rethink shopping at AE.”

In a follow-up message, she doubled down:

“To everyone asking… yep, I’m calling for a boycott. Let’s show brands that representation matters more than blondes in back-to-school jeans.”

The posts quickly racked up hundreds of thousands of likes and sparked a heated online conversation about fashion, representation, and the business of celebrity endorsements.

American Eagle’s Controversial Campaign

At the center of the uproar is American Eagle’s “Great Jeans” campaign, fronted by actress Sydney Sweeney. While the brand positioned the ads as playful and fashion-forward, critics online argued that the slogan carried uncomfortable undertones. The phrase, some pointed out, seems to echo ideas of “great genes,” a wordplay that critics found insensitive given the history of eugenics and exclusionary standards of beauty.

Consumer advocacy groups began questioning the campaign earlier this month, calling for more inclusive marketing. Against that backdrop, Ice Spice’s criticism has gained traction and layered new intensity onto the debate.

The Backlash Builds

Since Ice Spice’s posts, hashtags like #BoycottAmericanEagle and #RepresentationMatters have trended across multiple platforms. Her fans and other supporters argue that the rapper represents the very demographic that American Eagle has long sought to court: Gen Z shoppers who value authenticity, diversity, and cultural resonance.

“Imagine the impact if AE had chosen Ice Spice,” one fan wrote on Instagram. “She embodies everything the brand claims to stand for—youth, energy, and individuality.”

Others echoed the sentiment, sharing memes and TikTok videos criticizing the company’s decision-making. Some even posted videos of themselves cleaning out American Eagle clothes from their closets, vowing to switch loyalty to brands like Levi’s or H&M.

Business Impact

Although it is too early to quantify the fallout, there are already signs that American Eagle’s campaign is having consequences. Retail analytics firm Pass_by recently reported a 4% decline in foot traffic at American Eagle stores nationwide compared to the same period last year. While some of the dip has been attributed to broader backlash against the ad slogan, analysts suggest that Ice Spice’s influence could amplify the effect.

“Celebrities like Ice Spice wield massive cultural capital, especially among young consumers,” said retail analyst Mariah Chen. “A public call for a boycott—even if spontaneous—can create a ripple effect, particularly when it taps into preexisting frustrations with a brand.”

Ice Spice and Fashion Influence

At just 24, Ice Spice has become a fixture in both music and fashion. Known for her bold hair, distinctive voice, and unapologetic personality, she has collaborated with global brands from luxury labels to streetwear companies. Her presence in campaigns often leads to viral moments, making her one of the most sought-after cultural figures for endorsements.

Her supporters argue that overlooking her for the American Eagle campaign reflects a broader issue in fashion: a tendency to choose “safe” faces over bold, diverse ones. “This isn’t just about Ice Spice,” one commentator noted on TikTok. “It’s about a system that repeatedly sidelines women of color when it comes to high-visibility brand deals.”

Silence from American Eagle

So far, American Eagle has not issued any public response to Ice Spice’s remarks. In earlier statements defending its “Great Jeans” campaign, the company maintained that the slogan was “intended to celebrate confidence, individuality, and denim heritage.”

But as the boycott call gains momentum, the pressure on the retailer to address the controversy is mounting. Marketing experts say the brand’s next steps will be critical. “They need to decide whether to double down, clarify their intent, or pivot to a more inclusive campaign,” said branding strategist Julian Ortega. “Silence can sometimes be more damaging than saying the wrong thing.”

The Bigger Picture

Whether or not the boycott has lasting consequences, the episode highlights the growing power of celebrities and fans to hold corporations accountable. Ice Spice’s words reflect not only her personal frustration but also broader questions about who gets represented in advertising—and who does not.

For now, the ball is in American Eagle’s court. Will the brand stand by its campaign, or seize the moment to rebuild trust with a younger, more diverse customer base?

One thing is certain: Ice Spice has turned what might have been a routine fashion rollout into a cultural flashpoint.