January 16, 2026 — 4:00am
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Troubled denim retailer Jeanswest has been mocked by social media users for posting content on its website and social media that has been created using generative artificial intelligence.
In an Instagram post from January 6, two blonde women in the same outfit appear to be enjoying takeaway coffee together at a cafe on a sunny day.
However, the two figures lack definition, and some of their movements have a blurry, dreamlike quality.
The audio on the Instagram post, which features lyrics of “a warm, cosy Australian cafe atmosphere with relaxed indie folk vibes”, also appears to be the AI prompt for the video itself.
A still from the video posted by Jeanswest, which has attracted criticism online over its use of artificial intelligence.
“Why on earth are you using AI! This is so disappointing to see,” one user commented. “This is insane!!?? Who approved this!?” said another.
Jeanswest’s website appears plain and poorly maintained, with stock images and generic statements like “Escape the Everyday” and “Jeans time is here!”
Content from the ‘About Us’ page has been removed and states: “Store message; Add important information here”.
Users on a Reddit thread mocked the AI-generated models (“why are they both pointing in the same direction?”) and scrutinised photos on the Jeanswest website (“weird arm, exaggerated drunk lean, it’s a mess”).
When contacted by this masthead, a customer support representative confirmed its content was AI-generated.
“While AI is one of many tools we may use in our creative workflow, we remain dedicated to maintaining the authenticity and relatability that our customers expect from us,” the representative said in an email.
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“We want to assure everyone that listening to our community is at the heart of what we do. We take this feedback seriously and are committed to learning from it as we refine our approach.”
Retail consultant and RCA Advisory director Trent Rigby said Jeanswest was a case study for retailers in how not to deploy AI-generated content and described 2026 as the “year of AI slop backlash”.
“When I first saw their current content, I honestly thought it was a satirical campaign or a joke,” Rigby said.
“Some brands are using it to cut corners on the cheap and we’re seeing a total abandonment of quality control. The danger is when brands use AI to replace the creative process entirely rather than using it to support it.”
Customers were becoming much sharper at spotting fake content, and retailers who did so risked eroding trust and loyalty, he added.
“It’s sterile. Inauthentic. It alienates the very people they are trying to sell to. If Jeanswest has this little regard to how they ‘show up’ to a customer, why would a customer trust the quality of the actual clothes they’re selling?”
In another Instagram post from a week ago, a model appears to model khaki capri pants in front of a Jeanswest store. However, the store beside it also appears to bear the name Jeanswest.
A model appears to model khaki capri pants in front of a Jeanswest store in an AI-altered image posted to Instagram. All Jeanswest stores were shut down by June 2025.Instagram
All 90 Jeanswest stores were shut down by June 2025 when administrators Pitcher Partners took control of the business.
“It’s misleading, unethical and borderline illegal,” said Rigby. “Using AI to fake a physical retail presence is flat-out lying to the consumer.
“I think we’re going to reach a point very soon where ‘produced by humans’ or ‘not AI generated’ becomes a premium marketing label.”
The rise and fall of Jeanswest
The first Jeanswest store opened in Perth in 1972 and grew to a network of nearly 150 stores across the country after acquiring the now-defunct Eagle Jeans chain. Jeanswest, which was a fast-growing retailer in the ’80s and ’90s, was sold to Hong Kong clothing retailer and wholesaler Glorius Sun in 1990.
However, Jeanswest’s relevance and popularity declined in subsequent decades amid competition from rival jean retailers. It slid into voluntary administration in 2020, shutting 37 stores and making 263 staff redundant. It was rescued by Harbour Guidance, the local subsidiary of Hong Kong company Harbour Guide, which is owned by clothing mogul Chun Fan Yeung.
A Jeanswest store in Garden City in Brisbane in March 2025.AAP
When Jeanswest fell into administration again in May 2025, it owed $48 million to creditors. The company returned to its previous owners, Harbour Guide, but axed all stores to operate an online-only model, letting go of 220 full-time, 155 part-time and more than 300 casual employees in the process.
A spokesperson for administrators Pitcher Partners said they were no longer involved in the business, which returned to the ownership of Harbour Guidance managing director and Jeanswest director George Yeung in late August.
“The brand has been completely hollowed out,” said Rigby. “It’s clear this isn’t just one bad post. The entire Jeanswest business has been built around AI generation.”
“It’s honestly sad to see a 50-plus-year-old Australian legacy brand go this way.”
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Jessica Yun is a business reporter covering retail and food for The Sydney Morning Herald and The Age.Connect via Twitter or email.From our partners