Short reads for short attention spans

American Eagle sees growth following celebrity-led campaign and Aerie’s anti-AI ad pledge

American Eagle reported 6% year-on-year revenue growth, driven strongly by its Aerie brand, which posted an 11% lift. Analysts credit this to a combination of high-impact celebrity-fronted creative and Aerie’s public pledge to avoid AI-generated advertising, a stance that has resonated with consumers seeking authenticity and “realness” in a saturated digital landscape.

Why it matters:

• Reinforces a growing trend: authenticity and human-made creative can cut through as audiences tire of AI-generated sameness.
• Celebrity-driven and culturally relevant campaigns continue to outperform functional product ads.
• Brands should reassess their creative guidelines — AI is useful, but the absence of AI may become a brand asset in itself.

Further reading at Business Insider:

American Eagle's bet on Sydney Sweeney and Aerie's anti-AI pledge are paying off big time

Nike, Lacoste & Superdry banned by UK watchdog for misleading “green” claims

The UK’s Advertising Standards Authority has banned sustainability-themed ads from Nike, Lacoste and Superdry after ruling that each brand exaggerated its environmental benefits without sufficient evidence. The regulator’s decision is part of a wider crackdown on greenwashing across fashion, retail and FMCG brands.

Why it matters:

• “Sustainability” claims now carry real regulatory and reputational risk — scrutiny is rising fast.
• Marketers must work more closely with compliance teams and avoid vague or overly broad eco-claims.
• Crafting ESG-focused messaging now requires transparency, proof points and precise language.

Further reading at the FT:

Nike, Lacoste and Superdry advertisements banned for ‘greenwashing’

Burberry stages a comeback with a renewed heritage focus & Gen Z momentum

Burberry is showing signs of revival after leaning back into its core heritage positioning, reinstating classic outerwear styles and reinforcing brand identity across global markets. Stronger resonance among Gen Z audiences, driven by social-first storytelling and renewed cultural relevance in China, has helped stabilise performance after a challenging period.

Why it matters:

• Brand distinctiveness still matters: heritage, identity and long-term storytelling can outperform trend-chasing strategies.
• Gen Z is increasingly shaping luxury brand fortunes — social relevance is now a core performance driver.
• Shows the advantage of consistency: when brands return to what they uniquely own, performance follows.

Further reading at the FT:

Inside the Burberry bounceback