In their attempt to move beyond the forced DEI standards of the past, American Eagle is joining a growing list of retailers and companies who are once again embracing traditional views of beauty and body positivity. This does not mean that ads are rejecting racial or ethnic diversity. For the past few years, companies and brands like JPMorgan Chase, Humira, State Farm, Smile Direct Club, Coors Light, Macy’s, Tide, and Cadillac have featured multiracial couples and families in their advertising. This too is a correction by embracing the diversity of society.
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The resurgence of playful advertisements signals a cultural shift worth celebrating, as the nation gradually rediscovers the joy of lightheartedness. This renewed embrace of spirited marketing marks a positive step forward, suggesting that society is emerging from the long period of heaviness, restraint, and fearfulness of the Biden-Obama years. We can finally lighten up.