Latest news with #Euphoria
The Star
3 hours ago
- Entertainment
- The Star
Celebrity fashion campaign stirs outrage over its 'great jeans' wordplay
People across social media have levelled criticism spanning the gamut, with some saying the campaign promotes "white supremacy" and "eugenics". Photo: Handout An advertising campaign starring Sydney Sweeney for the clothing brand American Eagle has triggered the latest online firestorm causing an internet meltdown. Some social media users are outraged, saying the wordplay of the tagline "Sydney Sweeney has great jeans", coupled with the actor's blue eyes and blonde hair, has racial undertones. Others are praising the campaign as lacking "woke" politics. "Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour. My genes are blue," Sweeney, wearing denim on denim, says in one video. People across social media have levelled criticism spanning the gamut, with some saying the campaign promotes "white supremacy" and "eugenics" while others have called it "sterile", a sign of "regression" or simply "rage bait". Read more: Fashion's new power move? Turning away from influencers and the overhyped But many others have applauded the campaign, posting comments like, "Woke is broke!" and, "Culture shift!" Conservative Republican senator Ted Cruz of Texas posted a photo of Sweeney on X and wrote: "Wow. Now the crazy Left has come out against beautiful women. I'm sure that will poll well." Neither American Eagle nor the Emmy-nominated Sweeney, the 27-year-old actor best known for roles in the series The White Lotus and Euphoria , have publicly responded to the backlash. "Sweeney's girl next door charm and main character energy – paired with her ability to not take herself too seriously – is the hallmark of this bold, playful campaign," American Eagle said in a statement last week when the advertisements launched. 'Values of another time' The company said its collaboration with Sweeney was meant to "further elevate its position as the number one jeans brand for Gen Z". As part of the campaign, American Eagle had also said it was launching a limited-run "Sydney Jean" that retails for US$79.95 (approximately RM338.30) and features a butterfly motif on the back pocket, which the brand said is meant to represent domestic violence awareness. Proceeds from the jeans will go to Crisis Text Line, a nonprofit offering mental health support, American Eagle, a company started in 1977, said. Read more: Still obsessed with Labubu? Sorry, fashion did the bag charm trend first In the wake of the chatter triggered by the campaign, Washington Post fashion critic Rachel Tashjian wrote that whether or not the ad had racial undertones or anything intentional to say beyond selling jeans, it "is part of a wave of imagery of influencers, pop stars and musicians that feels tethered to the values of another time". "For the past five or six years, it seemed like fashion and pop culture were very interested in – even dedicated to – body positivity. Now we're being fed a lot of images of thinness, whiteness and unapologetic wealth porn," Tashjian said. – AFP
Yahoo
4 hours ago
- Entertainment
- Yahoo
Sydney Sweeney's American Eagle jeans ad sparks controversy: Here's why
Move over, Kendall Jenner, there's a new tone-deaf ad starlet in town. "Euphoria" star Sydney Sweeney, known for her curvy figure and blonde locks, popped out as the face of American Eagle's newest campaign this week and some viewers are sounding the alarm, calling the ad blitz a dog whistle for eugenics. It wasn't so much the denim itself that offended, as it was the language Sweeney (and no doubt the marketing minds at AE) were using to hawk it. In one of several videos for the campaign, Sweeney, clad in a denim-on-denim fit, dabbles in some word-play, telling cameras: "Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color." The internet has a wild obsession with Sydney Sweeney's body. So she got in on the joke. "My jeans are blue," she continued, with jeans doing double duty as the camera panned both across her true blue denim fit and her blue eyes. With the lens lingering intimately on her figure, and the apparent sensual tone throughout the campaign, consumers were quick to point out what they saw as the regressive nature of the material. A blonde bombshell catering to the male gaze, they argued, was a quintessential symbol of a bygone era. "How far back do you plan on going? Do you still wanna vote?" one commenter asked, while another chided: "You accept these jobs that objectify your body. Fight the patriarchy, don't join it." , an American Eagle ad campaign and why it sparked backlash Even more concerning, critics argued, was the use of Sweeney as the archetype of "good genes." A conventionally attractive, white, thin, blonde woman with blue eyes being held up not just as the beauty ideal but as the pinnacle of good breeding bordered on eugenic thinking, they asserted, and contributed to the glorification of whiteness. Defined generally as the use of selective breeding to "improve" the human race through emphasis on desirable traits, the pseudoscience of eugenics has a dark backstory, used in the past as a vehicle for racial violence and sterilization. Lifting Sweeney's genes up as "good," critics said, notches into a painful and dangerous history, and tightens the bind whiteness has on the beauty ideal. USA TODAY has reached out to Sweeney's rep and American Eagle for comment. That the controversy stems from a denim ad, and one from a company with "American" in the name, further complicates the reception. Americana and denim go hand in hand, the stiff fabric harkening back to cowboy culture, workmen's uniforms and other mythologized aspects of the national identity. If denim ad copy is aimed at reflecting America back to itself, some were certainly horrified by their reflection. Pepsi, another quintessential symbol of the American way, fell into a similar trap in 2017, when they employed Jenner to recreate an iconic civil rights photograph by adding an officer a soft drink during a protest. Viewers were quick to lambast the ad, arguing it glazed over the violent history between law enforcement and the Black community in the U.S. and seemed to imply that soda could solve civil unrest. Doja Cat joins internet mockery of Sydney Sweeney's American Eagle jeans ad As debate continues to rage over when a woman's sexuality is her own, how it can be ethically employed, and where the marketing budget comes in, Sweeney's ad did not stick the landing with viewers. Across the internet, parody videos began popping up, poking fun at Sweeney and the content of the campaign. Musician Doja Cat even joined in, mocking the "good genes" monologue that sparked the original controversy with a hyperbolically "country" accent. Sydney Sweeney 'good jeans' ad to support domestic violence awareness Adding yet another layer to the ad campaign's messaging, American Eagle announced that Sweeney's custom denim cut would help to raise money for domestic violence awareness and prevention. "The Sydney Jean," a limited-edition style made in collaboration with the actress, features an embroidered butterfly motif on the back pocket, representing domestic violence awareness, which Sweeney is passionate about, AE's campaign materials say. In support of the cause, 100% of the purchase price from the jeans will be donated to Crisis Text Line, a nonprofit offering free, 24/7, confidential mental health support to anyone in need. This article originally appeared on USA TODAY: Sydney Sweeney's American Eagle good jeans ad embroiled in controversy Solve the daily Crossword
Yahoo
7 hours ago
- Entertainment
- Yahoo
Explained: Why is Sydney Sweeney's American Eagle fashion ad being called ‘tone-deaf' and ‘Nazi'?
A new ad campaign featuring Euphoria and White Lotus star Sydney Sweeney has sparked fierce backlash over racial undertones, leading some to label it as 'tone-deaf' and even 'Nazi'. Another case of Godwin's law – which states that any online discussion that goes on for long enough will increase the probability of a comparison involving Nazis? Or is this ad so poorly fashioned that critics have a point? Let's start - as logic dictates - at the beginning. The popular American actress appears in a campaign for American Eagle, designed to celebrate American style. In it, the 27-year-old sports a pair of jeans, flaunts her curves and tells viewers: "I'm not here to tell you to buy American Eagle jeans... And I definitely won't say they're the most comfortable jeans I've ever worn, or that they make your butt look amazing." Then, the slogan "Sydney Sweeney has great jeans" pops up on the screen. Fair enough, as they do look comfy. However, the actress then says: 'See what I did there, right?' - highlighting the 'jeans' / 'genes' double entendre. This was taken a step further in a follow-up video posted to American Eagle's Instagram, which shows Sweeney approaching a billboard with the phrase 'great genes' and striking out the word 'genes' and replacing it with 'jeans.' In another spot, Sweeney says: "Genes are passed down from parents to offspring, often determining traits like hair colour, personality, and even eye colour... My jeans are blue.' This is followed by a voiceover that states: "Sydney Sweeney has great Jeans." Clever wordplay for some; significantly more problematic for others. Indeed, critics have accused the ad of peddling 'Nazi' propaganda, pointing out that the play on words with 'great genes' has racist connotations and veers towards white supremacist ideals. Many have also highlighted that considering Sweeney is blue-eyed and blonde-haired, it echoes eugenic messaging. Cue: a heated and viral culture debate between those who think the controversy is overblown by the 'woke brigade" and those who believe that this is not only a reminder of the fashion world's long history of celebrating white privilege, but an unintentional mirroring of fascist ideas. Then there are also those who are convinced that the phrasing of the ad was by design, and that American Eagle was looking to kick the hornet's nest when it comes to issues of race and nationalism. Check out some of the reactions below: 'I didn't know what everyone was freaking out about with that Sydney Sweeney ad but then I realised I should watch it with the sound on and OH MY GOD. Yeah that's some f*cked Aryan eugenics shit.' 'So Sydney (& American Eagle) somehow expect audiences to not interpret this visual as a euphemism for eugenics and white supremacy?' 'Maybe I'm too f*cking woke,' another added. 'But getting a blue eyed, blonde, white women and focusing your campaign around her having perfect genetics feels weird, especially considering the current state of America.' 'I hate the Sydney Sweeney jeans ad, it's like why are we promoting eugenics with the state of this country rn, NO I don't want your genes actually. F*ck you American Eagle.' To make matters knottier, the campaign also purports to raise awareness of domestic violence with a line designed by Sweeney called The Sydney Jean - with the full purchase price going to the Crisis Text Line, which offers mental health support. Many online have labelled this 'completely tone-deaf.' As of writing, the actress has not released a statement regarding the backlash. Neither has American Eagle. How damaging is this to both Sweeney and the company? It's up for debate. As recently evidenced by Coldplaygate, not all controversy can be hurtful to a brand... However, that was properly handled. In this case, the company's silence has rubbed people up the wrong way and intensified calls for the campaign to be pulled. Sayantani DasGupta, a professor of Narrative Medicine, has even analysed the ads in a viral TikTok post, showing how the American Eagle campaign is "imbued with eugenic messaging", which has seen the "forced sterilization and decrease of reproduction among undesirable communities" in the American South. The professor concluded the American Eagle advert is "contributing to and reinforcing this kind of anti-immigrant, anti-people of colour, pro-eugenic, political moment." So, what do you think? An innocent mistake? A fascistic campaign? Or a shameless attempt to rile people up to give the brand some publicity? If it's the latter, the viral spots worked. They propelled the company's stock by a reported 15 per cent, representing an estimated $310 million boost to its market valuation since their release. It would seem that courting controversy – no matter how crass – does wonders for your stock, financially speaking. However, when it comes to the court of public opinion and reputational risks, it's a more dangerous gamble. Solve the daily Crossword
Malay Mail
7 hours ago
- Entertainment
- Malay Mail
Backlash over Sydney Sweeney's ‘great jeans' ad for American Eagle sparks internet firestorm
NEW YORK, July 30 — An advertising campaign starring Sydney Sweeney for the clothing brand American Eagle has triggered the latest online firestorm causing an internet meltdown. Some social media users are outraged, saying the wordplay of the tagline 'Sydney Sweeney has great jeans,' coupled with the actor's blue eyes and blonde hair, has racial undertones. Others are praising the campaign as lacking 'woke' politics. 'Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My genes are blue,' Sweeney, wearing denim on denim, says in one video. People across social media have leveled criticism spanning the gamut, with some saying the campaign promotes 'white supremacy' and 'eugenics' while others have called it 'sterile,' a sign of 'regression' or simply 'rage bait.' But many others have applauded the campaign, posting comments like 'woke is broke!' and 'culture shift!' Conservative Republican senator Ted Cruz of Texas posted a photo of Sweeney on X and wrote, 'Wow. Now the crazy Left has come out against beautiful women. I'm sure that will poll well.' Neither American Eagle nor the Emmy-nominated Sweeney, the 27-year-old actor best known for roles in the series 'The White Lotus' and 'Euphoria,' have publicly responded to the backlash. 'Sweeney's girl next door charm and main character energy—paired with her ability to not take herself too seriously—is the hallmark of this bold, playful campaign,' AE said in a statement last week when the advertisements launched. Values of another time The company said its collaboration with Sweeney was meant to 'further elevate its position as the #1 jeans brand for Gen Z.' As part of the campaign, AE had also said it was launching a limited-run 'Sydney Jean' that retails for US$79.95 and features a butterfly motif on the back pocket, which the brand said is meant to represent domestic violence awareness. Proceeds from the jeans will go to Crisis Text Line, a nonprofit offering mental health support, AE, a company started in 1977, said. In the wake of the chatter triggered by the campaign, Washington Post fashion critic Rachel Tashjian wrote that whether or not the ad had racial undertones or anything intentional to say beyond selling jeans, it 'is part of a wave of imagery of influencers, pop stars and musicians that feels tethered to the values of another time.' 'For the past five or six years, it seemed like fashion and pop culture were very interested in—even dedicated to—body positivity. Now we're being fed a lot of images of thinness, whiteness and unapologetic wealth porn,' Tashjian said. — AFP
South China Morning Post
7 hours ago
- Entertainment
- South China Morning Post
Are Sydney Sweeney's ‘blue genes' too white for the internet?
An advertising campaign starring Sydney Sweeney for the US clothing brand American Eagle has triggered the latest online firestorm, causing an internet meltdown. Some social media users are outraged, saying the wordplay of the tagline 'Sydney Sweeney has great jeans', coupled with the actor's blue eyes and blonde hair, has racial undertones. Others are praising the campaign as lacking 'woke' politics. 'Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour. My genes are blue,' Sweeney, wearing denim on denim, says in one video. People across social media have levelled criticism spanning the gamut, with some saying the campaign promotes 'white supremacy' and 'eugenics', while others have called it 'sterile', a sign of 'regression' or simply 'rage bait'. But many others have applauded the campaign, posting comments like 'woke is broke!' and 'culture shift!'. Conservative Republican senator Ted Cruz of Texas posted a photo of Sweeney on social media and wrote: 'Wow. Now the crazy Left has come out against beautiful women. I'm sure that will poll well.' Neither American Eagle nor the Emmy-nominated Sweeney, the 27-year-old actor best known for roles in the series The White Lotus and Euphoria, have publicly responded to the backlash.
