Latest news with #SydneySweeneyHasGreatJeans
Yahoo
3 days ago
- Entertainment
- Yahoo
Why Sydney Sweeney's American Eagle campaign is part of a wider cultural backlash
Actress Sydney Sweeney is once again embroiled in controversy. This time the debate isn't centred around Sweeney selling soaps infused with her bathwater or posting pictures of MAGA-inspired red caps. Instead, the Euphoria star is making rounds for her role in a contentious ad campaign with American Eagle Outfitters. While the entire campaign sparked debate online, one particular ad has drawn especially intense criticism. In it, Sweeney lounges artfully on a chaise while fastening a pair of American Eagle jeans. In a breathy voiceover, she says, 'Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour.' As the camera slowly pans upward and she turns her eyes toward the viewer, Sweeney concludes, 'My jeans are blue.' Commentators and social media users have argued the campaign serves as a conservative dog whistle, conveying thinly veiled support for white supremacy and eugenics. American Eagle released a statement defending the ad on August 1, writing ''Sydney Sweeney Has Great Jeans' is and always was about the jeans,' on Instagram. Innocent marketing or intentional dog whistle? Eugenics is a discredited ideology rooted in white supremacy and scientific racism. It promotes the false belief that racial groupings are biologically determined, and that some groups are genetically superior to others and should selectively reproduce to preserve their 'good genes.' Historically, the end goal of eugenics has been to eliminate so-called 'bad genes' — often associated with non-white, disabled, poor or otherwise marginalized communities — so social elites can maintain their dominance. Fashion advertising playing on eugenic themes has a long history. Commentators have gestured to similarities between the Sweeney ad and the infamous 1980s campaign for Calvin Klein featuring a then-15-year-old Brooke Shields, who rolls around in her Calvins while talking about genetic codes, evolution and survival of the fittest — language evocative of eugenic thinking. The American Eagle campaign appears to be a direct homage to the Calvin campaign, but is rhetoric reminiscent of eugenics really something we want to reference in marketing? The return of 'traditional' femininity The American Eagle campaign is pointedly titled 'Sydney Sweeney Has Great Jeans,' with 'jeans' sometimes swapped out for 'genes.' It's clearly meant to be tongue-in-cheek. But this is not just a harmless ad. If the campaign didn't reflect broader cultural tensions, neither U.S. President Donald Trump nor Sen. Ted Cruz would have commented on it. 'The crazy Left has come out against beautiful women,' Cruz wrote in a tweet about the controversy. A right-wing media outlet went further, claiming body positivity was bringing 'the giggling blonde with an amazing rack … to the brink of extinction.' With its celebration of Sweeney's conventionally attractive appearance, American Eagle has reintroduced the 'traditional' feminine figure loudly and proudly. In this sense, the campaign symbolizes a changing of the cultural tides: out with body positivity, in with the 'amazing rack' and all it signifies. In our present cultural moment saturated with conservative messaging, Sweeney — a young, thin, white and sexualized Hollywood star — is hardly a surprising figure to hear extolling the quality of her 'genes' (sorry, jeans). Read more: From the rise of tradwife influencers and SkinnyTokers to the ritualized feminine performance of 'morning shedders,' the campaign lands squarely within a broader revival of regressive feminine ideals wrapped in aspirational, white-washed beauty. Exorcising self-love from the corporate agenda As a feminist media scholar interested in the intersection of pop culture and the far right, my ongoing research explores the rise of anti-feminism and right-wing politics. We are no longer in the age of popular feminism, when corporations eagerly appropriated feminist rhetoric to sell their products and services. In its place, brands are reverting to traditional imagery: thin, white women styled for the male gaze — a term referring to the objectification and sexualization of women in popular media, from film and television to fashion ads. It's a strategy that has long worked for them, and it's one they're glad is back in vogue. The aesthetic regression encapsulated in the Sweeney American Eagle campaign reveals what many critics suspected all along: the corporate embrace of feminism was never sincere. Read more: Campaigns touting 'love your body,' 'empowerment,' and 'confidence' in the late 2010s and early 2020s were intentionally designed to court progressive consumers and profit from the popularity of feminism. The core business model of these corporations — sell insecurities and reap profits for shareholders — had not fundamentally changed. If anything, as other scholars argue, self-love marketing encouraged women to not only upgrade their bodies but also their minds. It was no longer culturally acceptable that women look good; they had to also feel good about their bodies. That standard required more work and, of course, products, which brands happily supplied. Spurred on by an increasingly conservative political climate, many brands are no longer shy about expressing their motives. Thin is back in and whiteness is re-associated with rightness. Living through the cultural backlash As I have argued elsewhere, we are currently living in backlash times. In her 1991 book, journalist Susan Faludi wrote that backlash is 'a recurring phenomenon' that 'returns every time women begin to make some headway toward equality.' Although many news articles are describing a consumer 'backlash' to the Sweeney American Eagle campaign, I'm referring to something different: the rise of a cultural backlash against progressive social movements and politics. This backlash is currently taking shape across political, legal and economic domains, and it goes beyond a single ad. Today's current backlash is a reaction to popular feminism, Black Lives Matter, DEI and incisive systemic analyses found in feminist, anti-racist and queer scholarship and activism. The Sweeney campaign is just one expression of this larger pattern. Faludi shrewdly observed that 'images of the restrained women line the walls of the popular culture's gallery' during periods of backlash. That insight feels newly relevant. Just days after American Eagle dropped its campaign, Kim Kardashian's company SKIMS released their 'sculpt face wraps' — a product designed to give users a more 'sculpted' jawline. On the SKIMS website, product images show women ensnared in products that resemble Hannibal Lecter's famous mask or a surgical brace. They are disconcerting, to say the least. If Faludi has taught us anything, it's that a trend of images showing women restrained — physically or to rigidly defined roles — are not only harbingers of a menacing future, but are indicative of a chilling present that we must recognize to resist. This article is republished from The Conversation, a nonprofit, independent news organisation bringing you facts and trustworthy analysis to help you make sense of our complex world. It was written by: Meaghan Furlano, Western University Read more: Girls' voices are needed to tackle misogyny and the manosphere – but they are being ignored Misogyny has become a political strategy — here's how the pandemic helped make it happen How Trump's racist talk of immigrant 'bad genes' echoes some of the last century's darkest ideas about eugenics Meaghan Furlano does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.
Time of India
31-07-2025
- Entertainment
- Time of India
Sydney Sweeney sparks debate with American Eagle 'great jeans' campaign amid Ted Cruz criticism
Senator Ted Cruz has now weighed in with his comments on the now infamous American Eagle Fall campaign featuring Sidney Sweeney—vehemently criticizing it and adding to the already hot public discussion. Sydney Sweeney is the face of American Eagle's Fall 2025 campaign called 'Sydney Sweeney Has Great Jeans.' The campaign shows her in denim outfits and includes big 3D billboards in Times Square and Snapchat filters. Marketing professor Marcus Collins joined CNN's 'Early Start' to talk about the backlash. He said the campaign's message was seen by many as tone-deaf and that American Eagle should have thought more about how people might interpret it. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Knee Pain? This Morning Trick Helps Wellnee ALSO READ: Sydney Sweeney breaks the internet and the stock chart with viral American Eagle ad The slogan 'Sydney Sweeney Has Great Jeans' caused debate because 'jeans' sounds like 'genes.' Critics said it reminded them of eugenics, especially since Sydney fits traditional beauty standards. Some called the ad 'racist, sexist, and eugenics-coded,' while others defended it as harmless. Live Events Despite the controversy, the campaign helped American Eagle's stock rise by 15 to 18%, and some called it a new 'meme stock.' Sydney also launched a limited-edition 'Sydney Jean' with a butterfly patch, donating all money from sales to Crisis Text Line, which supports survivors of domestic violence. The campaign went viral, sparked a national debate, and attracted many young shoppers, but questions remain about what the brand truly stands for and its future impact. FAQs Q1. Why is Sydney Sweeney's American Eagle ad controversial? Because the slogan 'Great Jeans' sounded like 'Great Genes,' sparking debates about beauty standards and eugenics. Q2. Did American Eagle's stock change after the Sydney Sweeney campaign? Yes, the stock rose by 15 to 18% following the campaign launch.
Express Tribune
31-07-2025
- 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.
Express Tribune
24-07-2025
- Entertainment
- Express Tribune
Did Sydney Sweeney just save American Eagle with a single pair of jeans?
Sydney Sweeney has lit a fire under the fashion world and Wall Street is feeling the heat. The Euphoria and Anyone But You actress has become the face of American Eagle's fall 2025 campaign, and her influence is proving lucrative. Within hours of the campaign launch, American Eagle's stock surged by more than 10 percent, fuelled by retail investors and online buzz. The campaign, cheekily titled Sydney Sweeney Has Great Jeans, features the 27-year-old star in nothing but denim. The centrepiece is The Sydney Jean, a limited-edition design that includes a butterfly detail symbolising support for domestic violence awareness. All proceeds from the jeans will be donated to Crisis Text Line, a nonprofit offering mental health support. 'I wanted to do something in support of a cause that was really important to me,' Sweeney told InStyle. Her message of empowerment and authenticity is resonating with Gen Z audiences; a demographic American Eagle has been desperate to reclaim. 'There is something so effortless about American Eagle,' she said. 'It is the perfect balance of being put together but still feeling like yourself.' That balance seems to be working. Reddit communities like WallStreetBets quickly took notice, with users praising both the campaign and the potential investment opportunity. The retailer, navigating an environment of cautious consumer spending and tariff uncertainty, appears to be banking heavily on this celebrity push. Industry analysts have called the campaign American Eagle's most ambitious and expensive to date. It is running across high-visibility platforms including the 3D Sphere display in Las Vegas. Whether the hype leads to lasting sales remains to be seen, but one thing is certain; Sydney Sweeney's star power has delivered an immediate financial jolt. She's modelling jeans and moving markets at the same time.
