Latest news with #SydneyJean
The South African
6 hours ago
- Entertainment
- The South African
Sydney Sweeney's jeans campaign sparks racial debate
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. Let us know by leaving a comment below, or send a WhatsApp to 060 011 021 1. Subscribe to The South African website's newsletters and follow us on WhatsApp, Facebook, X and Bluesky for the latest news.
Express Tribune
8 hours ago
- Entertainment
- Express Tribune
American Eagle apology over Sydney Sweeney ad goes viral amid backlash
A viral apology attributed to American Eagle has reignited controversy surrounding its Sydney Sweeney Has Great Jeans campaign. The statement, widely shared on social media, includes references to Sweeney's appearance and marketing tone. While many have labeled the message as satirical, American Eagle has not confirmed whether the apology is official, parody, or user-generated. The message includes lines such as 'we underestimated her blue eyes, blonde hair, and general hotness,' which many found to reinforce the very criticisms aimed at the campaign. 🤔Fake or not, this American Eagle 'apology' for Sydney Sweeney's ad has us laughing! With stock soaring 10%, are fans rejecting the woke outrage? #SydneySweeney #AmericanEagle — anonymous (@unveriified) July 30, 2025 The ad series, featuring slogans like 'Genes are passed down… My jeans are blue,' has been criticized for blurring the lines between playful wordplay and outdated messaging around beauty standards and genetic traits. In response to mounting criticism, the company disabled comments on LinkedIn and quietly replaced some campaign visuals with imagery featuring a woman of color. However, no formal public statement has been issued by American Eagle regarding the backlash or the viral apology post. Despite the debate, the 'Sydney Jean' product sold out rapidly following the campaign's launch, and the brand saw a 10–18% uptick in stock value. Proceeds from the limited-edition item are being donated to the Crisis Text Line, a nonprofit offering mental health and domestic violence support. The apology, authentic or not, has added a new layer to the conversation, highlighting the sensitivity of brand messaging in today's media climate and the speed at which unofficial content can shape public perception.
Fox News
9 hours ago
- Entertainment
- Fox News
Let liberals lose their minds over Sydney Sweeney while I go jeans shopping
If you haven't heard the name Sydney Sweeney before, odds are you definitely know her name now if you consume any news at all. American Eagle featured the actress in their new ad campaign that kicked off last week, and liberal women lost their ever loving minds. What triggered their spiral this time? Sydney has "good genes" and she's wearing "jeans." Outrageous, I know. This good genes/jeans word play game, well it's a whole lot of Nazi propaganda with some racism thrown in and linked to eugenics. If you're not a White liberal woman, I'll try to simplify. In liberal math, good genes + jeans = Nazi. I know, that wasn't on our flashcards growing up. The next time you compliment a friend on her looks, resist the urge to mention good genes. Sally down the street will think you're calling her a Nazi, when really you just want to know what face cream she's using. If the good genes/jeans word play were a clue on "Jeopardy!" liberals would answer: "I'll take Sydney Sweeney is a Nazi for $1,000, with a side of eugenics and white supremacy." Let's ask the politically incorrect elephant in the room question — If you're putting a large chunk of money behind an ad to sell jeans targeted at Gen Z, are you going to put someone with good genes or bad genes in front of the camera? To quote "The Godfather" — "It's not personal, it's strictly business." It also doesn't surprise me that the perpetually outraged liberal and mostly women who have piled on over this campaign seem to ignore one more fact. According to Fox News, "100 percent of net proceeds from Sweeney's 'Sydney Jean' - which is embroidered with a butterfly to represent domestic violence awareness - will be donated to Crisis Text Line, a nonprofit that provides free and confidential text-based mental health support and crisis intervention." That sure doesn't sound like Nazis and eugenics to me. This week, "Good Morning America" (GMA) didn't miss the chance to showcase just how unserious they are by jumping on the jean — or gene — meltdown. Maybe GMA gambled on their viewers not having that first cup of coffee yet, so they wouldn't notice their fuzzy Nazi math. Is it any wonder that Americans' trust in the media is at its lowest in more than five decades, according to a Gallup poll? Going back to the vault, circa 1980, Brooke Shields did a Calvin Klein jeans ad with the same American Eagle/Sydney Sweeney ad vibe. "Genes" and "jeans" were used interchangeably, as well as phrases like "natural selection" and "survival of the fittest." GMA was around back then, but I don't recall co-host Joan Lunden doing a Nazi propaganda segment calling out Brooke Shields or Calvin Klein. Then again, that was when history was still being taught in school. Ironically, the eugenics trigger is the greatest self-own for White liberal elites, whose holy grail is abortion on demand — anytime, any place, any reason. Legalized abortion has long been one of the most effective ways to reduce populations who are deemed less than. The White liberal class is largely all in. In 2018, then-Pope Francis said, "I have heard that it's fashionable, or at least usual, that when in the first months of pregnancy they do studies to see if the child is healthy or has something, the first offer is: let's send it away, I say this with pain. In the last century, the whole world was scandalized about what the Nazis did to purify the race. Today we do the same, but now with white gloves." If you're a woman who's ever been pregnant, or if you're the dad supporting the woman, you know doctors highly encourage having screenings for chromosomal disorders such as Down Syndrome and Trisomy 18. They don't do this because they can cure these chromosomal disorders in utero. They push these tests so you can eliminate the "less than perfect problem." If only these same liberal women were as upset about the fate of unborn babies as they are about jeans. Oh, and in case you're wondering, the fact that American Eagle has "American" in its name makes it obvious they're Nazis. Thankfully, self-appointed experts have the freedom to warn us all from a non-American platform like X. This week is one of those times I'm grateful to be spending the end of the summer in the South, where sanity tends to rule the day. If I were home — where I'm outnumbered by the White liberal outrage class by about 50-1 — I'm quite confident that between their pique rage hours of Starbucks and Chardonnay, I'd be on the receiving end of the Sydney Sweeney faux fury. These people need a time-out — away from all cameras and keyboards … preferably with a history book. Never underestimate the left's ability to overplay their hand. They are screamers, but when they scream, conservatives are the ones who quietly act. Think Bud Light. Personal finance guru Dave Ramsey likes to say the best predictor of future behavior is past behavior, so it's no surprise that American Eagle's stock is up more than 15% since the campaign's rollout last week. I'll be among those contributing to the rise of American Eagle's stock when I take my girls back to school shopping. Spending my money somewhere that has the left spiraling over an imaginary offense — sign me up. Sydney Sweeney may have good genes, but the screamers may be the ad American Eagle never knew it needed. It's back to school season, and the silent actors are shopping loudly. CLICK HERE TO READ MORE FROM LAUREN APPELL
Express Tribune
9 hours ago
- Business
- Express Tribune
White House responds to outrage over Sydney Sweeney's American Eagle ad
The White House has entered the debate sparked by American Eagle's 'Sydney Sweeney Has Great Jeans' campaign, which some critics say crosses into uncomfortable territory by playing on themes of "genes" and narrow beauty standards. President Trump's communications director Steven Cheung called the backlash 'moronic,' arguing that liberal critics wrongly labeled the campaign tone‑deaf and accusing cancel culture of fueling the controversy. Cancel culture run amok. This warped, moronic, and dense liberal thinking is a big reason why Americans voted the way they did in 2024. They're tired of this bullshit. — Steven Cheung (@StevenCheung47) July 29, 2025 Meanwhile, US Senator Ted Cruz publicly defended Sydney Sweeney, mocking the critics in a post on X (formerly Twitter), saying, 'Now the crazy Left has come out against beautiful women. I'm sure that will poll well.' Cruz dismissed claims of eugenics undertones and reposted a New York Post article describing the backlash. American Eagle has not issued a public response. After the campaign launched, the company disabled comments on key posts and quietly substituted alternate visuals, including imagery featuring a woman of color to soften the message. The campaign itself, including its tagline and key scripts, remains unchanged. Despite the clamor, the limited-edition 'Sydney Jean' line sold out quickly, and American Eagle's stock rose by 7–10% in the days following the rollout. Proceeds are being donated to Crisis Text Line, a nonprofit focused on mental health and domestic violence support.
Express Tribune
12 hours ago
- Entertainment
- Express Tribune
American Eagle responds to Sydney Sweeney ad backlash
American Eagle's latest campaign featuring actress Sydney Sweeney stirred controversy shortly after launch, prompting the brand to quietly adjust how it presented the rollout, but not the ad itself. The campaign, centered around the tagline 'Sydney Sweeney Has Great Jeans,' featured lines like 'Genes are passed down… My jeans are blue.' While intended as playful wordplay, the messaging drew criticism from viewers who felt the references to genetics, combined with Sweeney's blonde hair and blue eyes, echoed exclusionary beauty ideals and carried unsettling connotations. Ashley Schapiro, American Eagle's vice president of marketing, shared in a LinkedIn post that Sweeney had been fully engaged in shaping the concept. When asked how far to take it, Sweeney replied, 'Let's push it, I'm game.' Her tone reportedly influenced the campaign's direction, which included bold marketing tactics like AI try-ons, 3D billboards, and digital takeovers. Following backlash, the company disabled comments on Schapiro's post and swapped out some visuals with alternative imagery, including a woman of color. However, the original ad and its core messaging remained unchanged, and no formal public statement was issued. Despite the controversy, the campaign proved commercially successful. The limited-edition 'Sydney Jean' sold out quickly, and American Eagle's stock rose between 10–18% in the days after launch. Proceeds from the jeans are being donated to Crisis Text Line, a nonprofit focused on mental health and domestic violence support. Reactions remain mixed, some applauded the campaign's boldness, while others criticized it as an example of tone-deaf branding in a sensitive cultural climate
