Sydney Sweeney's jeans campaign sparks racial debate

The South African

3 days ago

US jeans brand American Eagle has stirred controversy with its new ad campaign featuring actress Sydney Sweeney.
The campaign, launched in late July 2025, plays on the words 'genes' and 'jeans,' with Sweeney, who is blonde-haired and blue-eyed.
The actress delivered lines such as 'Sydney Sweeney has great jeans' and 'Genes are passed down from parents to offspring… My jeans are blue.'
This wordplay, intended to be playful and bold, has been criticised online for evoking racist themes and implying to eugenics, according to ABC.
This is a discredited and racist theory popular among white supremacists that advocated improving the human race through selective breeding.
Critics argue that pairing such language with Sweeney's conventional appearance mirrors the far-right's emphasis on whiteness as superior.
TikTok activist Jeff Kissubi said he felt confused initially. Upon reflection, he noticed the language and imagery subtly echoed ideologies linked to racial purity and far-right culture in America.
Such associations are particularly sensitive given current US political dynamics, including the return of far-right narratives.
University of Melbourne's Dr Lauren Rosewarne noted that while advertisers employ focus groups, they cannot fully predict how social media with its niche communities will interpret such symbolism.
She compared the uproar to past controversies, such as the 1980s Calvin Klein campaign featuring Brooke Shields that faced backlash for suggestive messaging.
Rosewarne pointed out that Sydney Sweeney has a history of divisive moments. One such moment is the 2022 incident involving MAGA-style hats at a family celebration.
However, she benefits from 'pretty privilege' which shields her to some extent from harsher criticism.
American Eagle defended the campaign internally. Their marketing VP Ashley Schapiro confirming Sweeney's enthusiastic involvement in pushing the concept's boldness.
The company quietly adjusted some visuals to include more diversity following the backlash but retained the core messaging and ad content.
Despite mixed reception, the campaign boosted sales by 10-18% (roughly R 500 million+ given American Eagle's market scale estimation). Their limited-edition 'Sydney Jean' line quickly sold out.
Importantly, the campaign will donate all net proceeds to Crisis Text Line, a US-based mental health and domestic violence charity. This underscored the social cause backing the campaign.
Some voices, including conservative commentators and the Trump administration's White House Communications Director, dismissed the backlash. They called it 'cancel culture run amok' and political correctness taken too far.
They viewed accusations of racial undertones as overreactions. Theydefended the advert as a straightforward product promotion praising Sweeney's physical appearance, not race.
This controversy highlights global tensions around race, representation, and marketing in the post-apartheid era. Issues of racial identity remain deeply sensitive.
South African consumers can draw parallels with local reckonings on media portrayal and inclusivity in advertising.
The debate here echoes wider questions on how brands navigate identity politics and historical racial injustices responsibly in marketing.
As Dr Rosewarne summarises, 'brands no longer exist in a vacuum' in a hyper-aware social media age.
The Sydney Sweeney-American Eagle episode shows how even playful wordplay can provoke serious conversations about race, privilege, and historical context.
These are discussions relevant across diverse societies, including South Africa.
The campaign's proceeds supporting mental health and domestic violence efforts reiterate the brand's intent beyond controversy.
However, the episode underscores the complexity brands face today in multicultural and politically charged environments.
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