Online retailer Jeanswest has been ridiculed online for its new AI generated social media ads.
On 30 December and 6 January, the struggling Australian fashion brand posted two 20 second spots on Instagram, advertising its summer range by spotlighting two individuals enjoying shared moments in matching outfits. However, the videos that include two AI generated models in the same summer outfits, show blurry and unnatural movements, and a cartoonlike quality.
This has led to consumers taking to the comment section to ridicule and call out the online fashion retailer.
“How did this epic AI monstrosity get post approval? How many people at Jeanswest viewed this utter AI garbage and thought “yeah, let’s do this!”? Because, honestly, every single person responsible for this should be fired. You don’t deserve a paycheck,” one user expressed in the comments of one of the Instagram posts.
Another user even questioned the professionalism of the spots, “Is this a joke? Like are you pranking us?”
Pip Bingemann, co-founder at Springboards.ai shared similar feelings towards the ads.
“It’s pretty bad. I don’t think the AI production is the worst part though – the lack of an idea, judgement, understanding of craft or quality control is. The audio, the idea and the direction just all feel lazy. I get there are pressures to be doing more with less but when AI is used to replace people in the whole supply chain, from idea and concept development through to approval and production and the talent themselves, those problems all get amplified,” he told AI.
Bingemann wasn’t the only marketer that seemed to be baffled by Jeanswest’s Instagram posts.
Hannah McElhinney, chief creator and co-founder at Snack Drawer weighed in on the situation admitting at first she thought it was a “very, very funny joke”. That was until it was pointed out to her that it probably wasn’t.
“I have a decent number of questions. Why are they twins? What is that landscape? I’ve seen a lot of highly convincing AI content in the last few months, so on one level it’s refreshing to go back to the days of early slop,” she said to B&T.
“I can’t help but see it as a metaphor for our times. Our physical and cultural landscape is fragmenting so fast, there’s an eerie truth to these poorly rendered visuals. I do think that AI, which regurgitates what it’s fed like a mother bird, is dangerous in how it amplifies and accelerates the dominant ideals of the perfect human form—white, blonde, able-bodied and aggressively heterosexual.
“And given we are still so used to seeing this one-dimensional imagery across all authentic and synthetic media, I don’t mind seeing it made to look as gobsmackingly ridiculous as it really is. Maybe this Jeanswest commercial has pulled back the curtain of the industry and exposed us as we truly are.”
Head of Growth at G Squared, Chris Murphy was also left scratching his head with the overuse of AI Jeanswest is attempting to leverage.
“This is a classic example of ‘just because it’s available doesn’t mean it should be used’. A quick look at Jeanswest’s website quickly reveals that it’s entirely AI-generated – imagery, videos and even copy have no soul and definitely don’t help in selling the products, which is the goal… is it not?
“Ultimately, I’d love to know ‘Why?’
“It can’t be cost – quality product shoots are relatively cost-effective to execute for a brand of their size. It can’t be speed – as I’ve worked with fashion brands before and they can be done well at pace, and relatively effectively too.
“I’m an optimist with the opportunities AI presents for the creative industry, but it should be kept for rapid iteration or mood boards, not for replacing fundamental trust indicators of public facing assets.”
The first ad that was posted on December 30 depicts two blonde, caucasian women strolling on the beach in matching, brown, flowy outfits, with the caption stating, “There’s no better way to step into the New Year than sharing the moment with someone who matches your vibe—and your outfit! Cheers to style and friendship in 2026!”.
This was then backed up a week later by the same two women—again in matching Jeanswest outfits—in a “cosy cafe”, enjoying a coffee and each others company. The caption follows a similar theme to the first, “Some fits are more than just clothes. Tag your forever-plus-one”.
Jeanswest first opened its doors in 1972. Its popularity grew and so did its network, reaching nearly 150 stores across the country after acquiring the now-defunct Eagle Jeans chain.
However, Jeanswest struggled in subsequent decades due to rival jean retailers. This led it to slip into voluntary administration in 2020, shutting 37 stores and making 263 staff redundant.
In June of last year, the last remaining 90 Jeanswest stores were forced to shut up shop when new administrators Pitcher Partners took control of the business, leaving it as just an online retailer.
It left the public confused and mislead when Jeanswest posted an AI generated image of a woman walking passed a store in “Kelsey Utility Relaxed Capris” pants.
“So are they back or not I’m confused?” one Instagram user commented.
Jeanswest has been contacted by B&T prior to publishing this article, but has not responded.
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