Sydney Sweeney's American Eagle Ad Faces Backlash
Sydney Sweeney's ad campaign with American Eagle has faced criticism.
American Eagle recently introduced the 27-year-old actor as the face of their new denim campaign, featuring "The Sydney Jean," a limited-run of wide-legged jeans designed in collaboration with Sweeney. In the campaign, Sweeney is seen in various photos and videos, including one where she cleans off a poster of herself with a tagline that was initially "Sydney Sweeney Has Great Genes," later changed to "Jeans." This tagline has sparked controversy due to its historical association with eugenics and its focus on thinness, attractiveness, and whiteness.
Social media users have pointed out the perceived subtext of the campaign, criticizing its lack of diversity and the use of the phrase "great genes." Some have expressed discomfort with the tagline and its implications, linking it to white supremacy and promoting unrealistic beauty standards.
Despite the backlash, a significant aspect of the campaign has been overlooked. The press release mentioned that the butterfly motif on the back pocket of "The Sydney Jean" represents domestic violence awareness, with 100% of proceeds from the jeans being donated to Crisis Text Line, a non-profit offering mental health support. However, many have noted that the charitable aspect of the campaign is not clearly conveyed in Sweeney's advertisements.
The American Eagle advertisement featuring Sweeney has faced intense scrutiny, especially as it coincides with the back-to-school shopping season and follows the company's financial challenges. The campaign's media buy is reported to be more substantial than previous ones, although the exact cost has not been disclosed. American Eagle's Chief Marketing Officer emphasized the pressure to succeed in the current economic climate.
Sweeney's collaboration with American Eagle comes after her controversial launch of a soap product made from her bathwater, which quickly sold out and was later resold at higher prices online.