Sydney Sweeneyhas drawn criticism for her latest advertisement campaign withAmerican Eagle.
The merchant recently revealed that it is showcasingthe 27-year-old actorin a new denim initiative. As part of the campaign, American Eagle is introducing “The Sydney Jean,” a limited-edition version of the company’s wide-legged jeans, created in partnership with Sweeney, according to a press release.
TheEuphoriaan actor appears in several images and clips, including one in which she removes aposter of herselfDressed in a denim jacket and jeans, the outfit featured a slogan that seemed to play on the theme of denim. At first, the message read: “Sydney Sweeney Has Great Genes,” but the final word was later struck out and changed to “Jeans.” This same slogan is present in almost all the advertisements for the campaign.
The expressions “good genes” and “great genes” have traditionally been employed inthe language of eugenicists, who believe that the human race can be enhanced through selective breeding. The term is frequently used to promote slimness, beauty, and whiteness.
Numerous individuals on social media pointed out the hidden message behind the campaign. They also expressed disapproval of the advertisement due to its limited representation and the use of the term “great genes.”
“Perhaps I’m overly aware. However, focusing a campaign on a blue-eyed, blonde, white woman with ideal genetics feels strange,” one person posted on X.
“I’m a fan of Sydney Sweeney and American Eagle like anyone else, but ‘we must secure the existence of our people and a future for white children’ is an absurd slogan for selling jeans,” another person tweeted.
A third person tweeted, ‘Sydney Sweeney is a great example of white supremacy being the sole way many people gain self-worth.’ They added, ‘She appeared in two series where she portrayed the less attractive friend to a woman with dark hair and brown skin, and attempted to take their partner for validation in both shows.’
A fourth person responded to American Eagle’s Instagram advertisement: “This is what occurs when there are no people of color present in the room. Especially during a time like this. This ad campaign became so focused on this ‘clever’ wordplay and this stunt, that those in the room overlooked something that was clearly visible to anyone who isn’t white.”
The Independenthas reached out to representatives from Sweeney and American Eagle for response.
In the meantime, a significant aspect of the advertising campaign has been overlooked.
The press statement mentioned that the “butterfly design on the back pocket of [The Sydney Jean] symbolizes awareness of domestic violence.” As part of American Eagle’s initiative with Sweeney, 100 percent of the sales from the jeans will be given toCrisis Text Linea charitable organization that provides private mental health assistance to anyone at any time.
Nevertheless, numerous users on X have stated that the key message of this campaign is not evident in any of Sweeney’s ads.
“If you saw those Sydney Sweeney American Eagle commercials, you wouldn’t realize they were raising money for a domestic violence charity,” one user tweeted.
“That Sydney Sweeney American Eagle advertisement was meant to focus on increasing awareness about domestic violence, and that’s the method they decided on,” another person commented.
There has been significant pressure on this specific American Eagle ad and the expectation that it will generate revenue for the company. Pictures of Sweeney in American Eagle jeans have been displayed on billboards throughout New York City and Las Vegas. Speaking toAd Week, American Eagle’s Chief Marketing Officer Craig Brommers stated that the media investment for this campaign was “significantly higher” compared to past efforts. However, he did not reveal the specific amount.
The campaign is timed with the back-to-school shopping period, and Brommers mentioned that fall marketing efforts are becoming more vigorous every year. Furthermore, the Sweeney campaign follows American Eagle’s announcement of a $68 million adjusted operating loss in the first quarter caused by tariffs.
“The pressure has increased further due to the unstable economic situation we are dealing with,” Brommers added.
The American Eagle initiative follows several months after Sweeney gained public attentionwhen she introduced a soap product made with her real bath water”When your fans start requesting your bathwater, you have the choice to either dismiss it or transform it into a bar of Dr. Squatch soap,” Sweeney stated in a press release introducing her new “Bathwater Bliss” soap.
Only 5,000 units of the actor’s soap were produced, and they all sold out within minutes. Nevertheless, the soap was subsequently listed on reseller platforms such as eBay, where individuals began selling it at various prices.$100 to $200 per unit. Upon its release under Sweeney’s brand, the soap was priced at $8 per bar.
The Independent is the world’s most independent-minded news brand, offering global news, opinions, and analysis for those who think for themselves. We have built a large, international audience of people who appreciate our reliable voice and dedication to promoting positive transformation. Our goal, driving change forward, has never been more crucial than it is now.
