You would think that in 2026, we would have moved past using the male gaze in marketing. However, many campaigns that should have been tailored to women, still use visual cues designed to attract the opposite sex. A campaign can easily generate visibility, clicks and engagement and yet fail to create a true connection with their target audience.
The persistent use of male gaze in marketing is not only a social issue. It is also a strategic mistake for the company. In digital marketing, a good campaign should not only generate attention. It also has to attract the right target audience, transmit a coherent message and reinforce the brand’s positioning. In turn, a proper conversion can take place.
The problem is clear; when a brand confuses attention with pertinence, they can create a campaign that is visually appealing but strategically weak. The male gaze in marketing can surely create buzz. However, it can also obscure the brand promise, weaken alignment with their target segment and diminish the quality of their relationship with the consumer. The brand risks losing their authenticity if women get the impression that they are ogling at them instead of listening to them. In this context, the male gaze in marketing directly hinders the quality of the message.
Are we really talking about jeans?
Let’s take the example of American Eagle with Sydney Sweeny’s jean ad to illustrate this logic. Officially, the brand wanted to promote their denim. However, the ad chose to use the actress’ appearance and strange word games (stating that she has “good genes” instead of “good jeans”) to provoke a reaction. In fact, a big fan of the campaign was notably US president, Donald Trump who called it the “hottest ad out there”.
Looking at the ad through a magnifying glass, we can clearly see that the product, its functionality and its value became almost secondary. The content certainly generates attention but that does not guarantee the pertinence of the message or the brand experience. Yet again, the male gaze in marketing transforms a product strategy into a visual spectacle.
Although we can see that utilizing sexualization directly grabs attention, research shows mixed results on whether it actually drives sales. In fact, this method leads to a high cognitive load, meaning that consumers remember the sexual content. Many however, fail to remember the brand. In some cases, it can result in boycotts, public outcry and damage to the brand reputation. Although the American Eagle’s stock did rise by 30% following the campaign, their foot traffic also decreased by 9%. Despite driving short-term sales momentum, the long-term growth potential remains capped. There is also the risk of losing the long-term influential fan-base that made American Eagle what it is today. Was it really worth it?
Spinning under the male gaze
The case of Garage is even more pertinent in a Quebecois context. Historically speaking, the brand’s target segment is young girls between the ages of 13 to 16 years old. However, Garage recently released a campaign for their electric blue workout wear using visuals of women seductively spinning on stationary bikes.
The problem is not simply an aesthetic one. During the execution of the campaign, the accent seems to be placed more on the eroticization of the female body rather than the functionality (comfort and sports performance) of the product. Even when the product is made for women, the image of the consumer is valued more than their true needs. It creates a gap in the brand’s identity, the content of the campaign and the expectations of the consumers. This type of error can lead to a superficial engagement, social media critics and a decrease of credibility.
A spokesperson for Garage has recently mentioned that they are re-branding for an “aged-up” mid-twenties clientele who is confident and unapologetic. However, well-known Author Elizabeth Lemay brings up a good point: Garage’s response directly links the sexualisation of young women to their empowerment. It leaves us thinking, where does genuine empowerment and sexualization begin? Is the male gaze in marketing the one drawing that blurry line?
This unclear narrative directly hinders their brand’s reputation. Garage’s social media is now flooded with comments saying how “disgusting, unnecessary and unprofessional” their new look really is. Once again showing that using the male gaze in marketing interferes with the performance of a campaign.
Conclusion
To reiterate, the male gaze in marketing is not only a social critique. It continues to be a fundamental weakness in digital marketing. Brands that put more of an emphasis on provocation rather than pertinence can generate attention in the short-term. However, they risk losing the confidence, the coherence and the relationship with the consumers they wish to target. In a digital environment where reactions are instantaneous and where authenticity directly influences performance, the strongest campaigns are the ones the public can relate to on an emotional level. When a brand is supposed to speak to women but continues to represent them in the eyes of the male gaze, what is it selling exactly?
Sources
- https://www.theguardian.com/film/2025/dec/07/sydney-sweeney-says-her-silence-over-jeans-advert-backlash-widened-the-divide
- https://seekingalpha.com/article/4877254-american-eagle-outfitters-fits-well-now-but-will-momentum-last-long-term
- https://www.forbes.com/sites/conormurray/2025/08/12/american-eagle-foot-traffic-falls-nearly-9-year-over-year-amid-sydney-sweeney-controversy/
- https://www.ctvnews.ca/montreal/article/garage-faces-backlash-over-sexualized-ads-critics-say-target-young-shoppers/
- https://globalnews.ca/news/10636490/garage-clothing-rebrand-backlash-denim-ad/