Latest news with #denim
Yahoo
14 hours ago
- Entertainment
- Yahoo
Sydney Sweeney Is Facing A Backlash Over Her New American Eagle Campaign. Here's What People Are Saying
Sydney Sweeney's new collaboration with the fashion brand American Eagle has become the centre of a whole lot of debate. The Euphoria star unveiled a new campaign with the American clothing brand last week, to promote their line of denim last week. However, it didn't take long before social media clips to promote the deal sparked a wave of discomfort among many critics, largely due to some of the language that's used in the campaign. This is the story so far… What is Sydney Sweeney's new ad campaign for American Eagle all about? For American Eagle's autumn 2025 campaign, Sydney Sweeney can be seen sporting items from the brand's denim range, including a new pair of jeans inspired by her. The campaign also makes use of the slogan 'Sydney Sweeney has great jeans', a pun on the term 'great genes'. In another, she explains: 'Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour.' 'My jeans are blue,' she then quips, at which point a narrator delivers the line: 'Sydney Sweeney has great jeans.' Why are some people upset about Sydney Sweeney's new ads for American Eagle? Unfortunately this repeated use of the slogan 'great jeans', a pun on 'great genes', has put some viewers in mind of the language used by white supremacists and eugenicists. By centring a blonde, white star in a campaign referencing 'genes', some critics are accusing the brand of tone-deafness at best – particularly in the current political climate – and deliberately pushing a white supremacist agenda at worst. HuffPost UK has contacted representatives for both Sydney Sweeney and American Eagle for comment. Others are pointing out that Sydney Sweeney's American Eagle campaign doesn't mention one other important aspect of the product American Eagle's new 'Sydney Jean' features a butterfly detail on its back pocket, in a nod to domestic violence awareness, a cause which the White Lotus star has championed throughout her career. In fact, an American Eagle press release confirmed that '100% of the purchase price from 'The Sydney Jean' will be donated to Crisis Text Line', a charity in the US which aims to help those affected by domestic violence. However, the ads are also being criticised for not highlighting this key part of the campaign, with some saying its accompanying slogan is even more jarring as a result. Has Sydney Sweeney or American Eagle said anything about the controversy? Not yet, but we'll be sure to keep you updated if and when they do… READ MORE: Glen Powell's Ex Makes Veiled Comments About How Sydney Sweeney Rumours Affected Relationship Sydney Sweeney Fires Back After Producer's Takedown Of Her Looks And Talent Sydney Sweeney Makes Blunt Comment On Women's Empowerment In Hollywood
Washington Post
a day ago
- Entertainment
- Washington Post
How American Eagle's Sydney Sweeney ‘Good Jeans' ad went wrong
Last Wednesday, American Eagle announced its new ad campaign called 'Sydney Sweeney has great jeans.' Stocks have soared since the ads featuring the 'White Lotus' and 'Euphoria' star dropped. The title — read as a tagline at the end of several social media videos — provoked a flurry of online discourse before the denim line has even hit stores. Reactions ran the gamut from glee to accusations that the ads promoted eugenics.
The Independent
a day ago
- Health
- The Independent
Why new Sydney Sweeney ad campaign is sparking backlash
Sydney Sweeney 's new American Eagle denim campaign has drawn criticism for its tagline, 'Sydney Sweeney Has Great Genes/Jeans', which some found problematic due to its association with eugenics and the ad's perceived lack of diversity. Social media users expressed concern that the campaign, featuring a blonde, white woman, inadvertently promoted ideas of 'good genes' and white supremacy. A significant, yet largely overlooked, element of the campaign is that all proceeds from 'The Sydney Jean' are donated to Crisis Text Line, a non-profit that offers confidential mental health support to anyone 24/7. Many observers noted that the charitable purpose of the campaign was not clearly communicated in the advertisements, leading to public misunderstanding. American Eagle invested heavily in this campaign, aiming to boost sales ahead of the back-to-school season amidst economic pressures and recent operating losses.
Yahoo
a day ago
- Entertainment
- Yahoo
Sydney Sweeney's jeans ad for American Eagle is breaking the internet and the stock market
She's helping American Eagle go viral again—but not without controversy Sydney Sweeney is no stranger to the spotlight. But her latest campaign with American Eagle—featuring her in head-to-toe denim and little else—is drawing attention for reasons beyond fashion. Launched as the face of the brand's Fall 2025 'Sydney Sweeney Has Great Jeans' campaign, the actress sparked a social media firestorm within hours. Supporters praised her nostalgic styling and laid-back confidence. Critics, meanwhile, pointed fingers at the messaging, the marketing tone, and the not-so-subtle wordplay. A campaign that caused whiplash online The American Eagle campaign debuted July 23, accompanied by massive 3D billboards in Times Square, interactive Snapchat filters, and behind-the-scenes content showing Sweeney styled in everything from denim maxiskirts to low-rise flares. The vibe was Y2K-meets-modern-girl-next-door, leaning into Sweeney's known off-screen preference for casual jeans and sweats. But it wasn't the styling that grabbed people—it was the slogan: 'Sydney Sweeney Has Great Jeans.' Within hours, social media erupted with debates over the double meaning, especially as 'jeans' sounded suspiciously close to 'genes.' The result? Viral traction for sure—but also backlash, some of it sharp. A pun that many didn't find funny At face value, the campaign reads as playful—a reference to denim and Sweeney's long-standing relationship with American Eagle. But online commentators quickly flagged a deeper issue: the slogan's similarity to 'great genes' carried uncomfortable echoes of eugenics-era language, especially when paired with a thin, white, conventionally attractive actress as the face of 'greatness.' Publications like Salon and B&T Australia highlighted how certain language, even unintentionally, can reinforce damaging ideals about physical superiority. One Reddit thread accused the ad of being 'racist, sexist, and eugenics-coded.' Others pointed out the tone felt dated and out of sync with American Eagle's past inclusive branding. While some fans dismissed the criticism as overblown, others couldn't unsee the problematic implications. 'It's not that she doesn't look great in denim,' one viral tweet read. 'It's that the campaign implies she's the standard for it.' Denim, donations, and a stock market surge Controversy aside, the campaign had tangible impacts. American Eagle's stock surged between 15–18% in the days following the launch, with online chatter from Reddit and Stocktwits framing the company as a new 'meme stock.' Sweeney's influence extended beyond social media. She helped co-design 'The Sydney Jean,' a limited-edition butterfly-stamped style with proceeds going to Crisis Text Line, supporting survivors of domestic violence. American Eagle confirmed that 100% of profits from the jeans will be donated. Fashion critics applauded the butterfly motif as a subtle nod to growth and transformation, but the campaign's tone remained polarizing. Some praised Sweeney's ability to blend style with cause-driven work, while others questioned whether the messaging matched the mission. A viral win or a marketing misstep? There's no question the campaign succeeded in getting attention—but not all press is good press. American Eagle positioned the collaboration as a bold return to pop culture relevance. What they got was a national conversation on race, beauty standards, and brand responsibility. Despite the backlash, the campaign has boosted engagement and brought new eyes to the brand—especially Gen Z shoppers nostalgic for early 2000s fashion but keenly aware of social impact. Whether that leads to sustained sales or deeper scrutiny remains to be seen. As for Sydney Sweeney, her image continues to dominate timelines. But this time, the question isn't just what she's wearing. It's what her presence represents—and what brands are really saying when they try to be clever.
Yahoo
5 days ago
- Business
- Yahoo
Denim Mills Say Clients Are Taking a More Measured Approach to Seasonal Sourcing
Ongoing tariff negotiations, combined with weakening global economies and broader political disruptions, have added complexity to the traditional process of developing a new product season. As a result, mills say clients are approaching their orders with caution, prioritizing pricing clarity, supply chain stability, and value-driven sourcing. 'Brands and stores across the board are looking for value from their supply chain so there is a refocused energy in that direction,' said Henry Wong, AGI Denim's VP, product development and marketing. More from Sourcing Journal US and EU Inch Toward Tariff Deal Trump Touts 'Largest Deal Ever Made' With Japan Tariff Ticker: ASEAN Nations Seek to Secure Trade Deals Ahead of August Deadline Umair Masood Tata, Naveena Denim Limited's director of marketing, said recent tariff revisions and rising logistics costs have impacted overall order volumes and timelines. 'As a denim mill, we're doing everything we can to stay competitive by controlling costs, staying consistent in quality, and supporting our clients through close collaboration,' he said. Mills are seeing clients approach the season with a sense of cautious optimism. 'While orders are moving forward steadily, the global market is currently shaped by a high level of uncertainty. Factors such as tariffs and geopolitical tensions are prompting buyers to be more deliberate and strategic in their purchasing decisions. Everyone is waiting for greater clarity before making bolder commitments,' said Anatt Finkler, Global Denim's creative director. This 'cautious stance' is especially true with U.S. brands, according to Aydan Tuzun, Naveena Denim Mills' senior vice president, sales and marketing. 'The introduction and ongoing uncertainty of new tariffs have caused hesitation in placing orders, with many clients choosing to delay decisions rather than take risks,' she said. 'Additionally, ongoing disruptions in shipping routes, especially due to the Red Sea blockage, have led to extended lead times. These logistical and geopolitical challenges are prompting clients to plan further ahead and remain flexible in their sourcing strategies.' China-based Prosperity has seen shifts in how clients are preparing for the season. 'Political influence plays a crucial role in shaping clients' decisions, particularly in times of uncertainty, before they finalize their orders,' said Stafford Lau, Prosperity director. 'Tariffs and other geopolitical issues appear to be significant contributing factors to this trend, affecting client confidence and the volume of orders placed.' By having production hubs in China and Mexico, Cone Denim has been able to offer clients some flexibility. Pierette Scavuzzo, Cone's design director, said clients are exploring all order options this season due to uncertainty around tariffs. 'Brands are investing extra time and effort into preparing various sourcing strategies so they can quickly adapt if needed, ensuring their deliverables and distribution remain unaffected. Having two production platforms in two different hemispheres has helped our customers seamlessly explore counter options with quick speed,' she said. Though Turkey's trade with the U.S. is relatively balanced and small compared to Canada, China, the EU and Mexico, Gizem Yaşar, Maritaş marketing chief, said it's crucial to understand the impacts of imposed tariffs on U.S. economy. The U.S. has consistently been Turkey's second-largest individual export market. 'Tariffs and trade policies play a crucial role in shaping costs and competition in the global textile and fashion industry. Trump's politicized approach to trade and tariffs has accelerated protectionism and fragmentation in the global trading system,' she said. Although the pace of fabric purchasing for collections has slowed down due to fluctuations in the global economy, Yaşar said brands are doing this with the aim of managing the process more deliberately. Still, consumers' wallets will be the hit hard. 'Companies big and small will face higher costs on the goods they buy from other countries—and could have little recourse but to hike prices themselves. For consumers, that will likely mean more expensive prices [for] everything. As experts say, stagflation risk is on the table,' she said. Maritaş' plan is to remain agile and adapt strategies to upcoming changes. Yaşar added that the company is already in a better position, having distanced itself from mass-market competition by focusing on advanced and sustainable product lines. Being based in Turkey means Orta can provide a speed advantage in sourcing compared to other countries from a geopolitical standpoint. However, Sinem Kahveci, Orta's marketing specialist, said uncertainties surrounding tariffs remain a concern. 'Like the brands, we closely monitor all developments and continue our operations with cautious and measured steps,' she said. Turkish companies are running into issues closer to home. In the last two years, Ibrahim Ethem Buyukpepe, Calik's acting general manager, said there has been a 20 to 30 percent contraction in consumption in Europe due to inflation and uncertainty expectations. Contraction continues, evident in the demand for fabrics this season. 'In terms of tariff, American brands that carry out price-oriented production have started to add Turkey and North Africa options to their logistics strategies and are carrying out feasibility studies. However, [because] no clear steps have been taken for customs tax processes, the effect of the process has not been clearly observed,' he said. As brands seek to navigate and mitigate supply chain disruptions, new opportunities are emerging for sourcing hubs that have previously remained under the radar. Sharbati has seen interest grow for its Egyptian production over the last couple of years. 'For sure tariffs have created a higher need for alternative solutions, and Egypt is seen as the best actual option being in the Mediterranean area, hence with faster and sustainable transit time,' said Stefano Dotto, Sharbati's product design manager. 'In general, clients are approaching their orders with caution due to ongoing uncertainty in the retail sector. The impact of geopolitical tensions and tariffs, particularly between the EU, U.S. and Asia has led several clients to diversify their production and sourcing bases,' said Maria Mas, Evlox's digital marketing director. As a result, she said Morocco is gaining traction as a reliable nearshore alternative for European brands, thanks to its logistical advantages and trade agreements. Clients are also more aware of the origin of their components. Mas said Evlox is seeing a shift toward more sustainable and traceable denim, with clients requesting recycled and organic cotton, and placing more emphasis on environmental certifications. Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
