Michelle ThompsonConcerns about international backlash increase as Levi’s indicates Trump’s decisions could impact its UK sales
In 1985, a Levi’s 501 advert featuring Nick Kamen casually entering a launderette, stripping down to his boxer shorts, and washing his jeans to Marvin Gaye’s I Heard It Through the Grapevine helped make the model a star while reinforcing the brand’s all-American image.
But could that strong association with the US now be a vulnerability? Levi’s warned in its UK accounts last week that “rising anti-Americanism as a consequence of the Trump tariffs and governmental policies” might affect its British sales. The concern is not entirely unprecedented—attitudes toward Tesla in Europe soured when Elon Musk was closely linked to Trump—but Levi’s raises the question of whether fashion could join the list of sectors impacted by anti-American sentiment abroad.
Experts are divided. Achim Berg, founder of the Germany-based fashion think tank FashionSights, expressed surprise at Levi’s warning, noting that unlike Tesla or Amazon, the company is not “directly associated with the US [government].” He points out that many Americans products, such as Apple and Netflix, continue to be widely used.
Meanwhile, Catherine Shuttleworth, CEO of Savvy Marketing, sees a potential risk. “People are thinking twice about visiting America and about buying some of those products,” she says. “If I were selling an all-American brand, I’d consider presenting myself differently in advertising and marketing.”
A moment from the 1985 Levi’s 501 commercial starring Nick Kamen
Any rise in anti-American sentiment could create challenges for a fashion industry that thrives on Americana and preppy styles.
Brands such as Hollister, Ralph Lauren, and Brandy Melville remain popular, with Brandy Melville opening a new London store in June. Hollister’s parent, Abercrombie & Fitch, reported a 12% profit increase in its Europe, Middle East, and Africa division in 2024, while searches for Polo Ralph Lauren on the resale app Depop jumped 27% between July and August.
Alex Goat, CEO of youth-focused creative agency Livity, says the popularity of these styles reflects an idealised version of America depicted in TV shows like The Summer I Turned Pretty and My Life with the Walter Boys. “They’re not engaging with the political issues in the US at the moment. It’s the nostalgic, idyllic America people remember from growing up,” she explains.
Emma Davidson, fashion features director at Dazed Digital, agrees, noting that preppy and varsity styles feel removed from overt patriotism. Experts suggest that explicit American symbolism may not resonate internationally. Catherine Shuttleworth adds, “Levi’s, for example, would probably avoid leaning into stars and stripes. They might instead work with influencers who aren’t as American.”
Davidson cites a cultural example: Beyoncé’s Cowboy Carter tour featured extensive stars-and-stripes imagery, which she felt was disconnected from global current events.
While these are global brands, their US domestic markets remain vital. Shuttleworth notes, “For some brands, domestic sales far exceed international revenue. Short-term strategies must consider who they appeal to.” Tariffs on imports could also encourage a shift toward “buying American,” aligning with Trump’s goals.
Patriotic and conservative marketing can perform well with pro-Trump consumers, as seen with American Eagle’s US campaign featuring Sydney Sweeney promoting her “great genes.” The campaign sparked social media criticism, with some calling it a conservative dog whistle, and Trump publicly praised Sweeney for it.
Beyoncé showcased stars-and-stripes attire on her Cowboy Carter Tour
Rather than harming the brand, American Eagle saw its share price rise 25% last week following a strong quarterly update, with sales falling only 1% compared to 5% in the previous quarter. CEO Jay Schottenstein credited the Sydney Sweeney ad for boosting customer awareness, engagement, and comparable sales.
In Canada, anti-American sentiment is reportedly affecting sales, with shoppers avoiding US products—sometimes even flipping them on supermarket shelves—and brands like Jack Daniel’s, heavily tied to Americana, seeing a decline. Could a similar backlash hit fashion brands in the UK? Catherine Shuttleworth is doubtful. “What cost are our principles?” she asks. “I don’t like Donald Trump, but if Bobbi Brown launches a new product, I’ll still buy it. I’ll justify it to myself.”
Achim Berg adds that consumer reactions are often less pronounced than media coverage suggests. “During the ‘woke’ and sustainability waves, certain brands maintained strong customer loyalty despite reputational issues,” he says.
Alex Goat notes that young people face similar contradictions: they want to act on global issues but still buy affordable clothing. “This isn’t new—young consumers have always been politically aware yet focused on looking good within a budget,” she explains.
While a UK boycott of US brands isn’t impossible, Goat suggests young consumers are more likely to avoid brands linked to Israel due to the Gaza crisis, framing it as a humanitarian concern rather than pure politics.
Shuttleworth adds that if a significant boycott did emerge, social media could amplify it rapidly. “The goal would be to hit Trump economically. If enough people join in online, it could gain real momentum,” she says.
