Sydney Sweeney’s Controversial American Eagle Ad Explained

Sydney Sweeney’s American Eagle Ad Sparks Controversy

Sydney Sweeney, known for her role in “Euphoria,” stars in a new denim campaign for American Eagle that has ignited a fierce debate over its underlying message and tone. The campaign, titled “Sydney Sweeney Has Great Jeans,” was unveiled on Wednesday, July 23, with videos shared on American Eagle’s social media platforms showcasing the actress modelling different denim styles in various scenarios. However, the tagline of the campaign, “Sydney Sweeney has great jeans,” has raised concerns among critics who argue that the word “jeans” is being used as a play on “genes,” suggesting themes of genetic superiority.

As the controversy surrounding the campaign continues to escalate, some voices in the industry have criticised the advertisement for potentially promoting eugenic ideas. Rachel Tashjian, a fashion critic at the Washington Post, described the tagline as “bizarre,” questioning whether the campaign conveys that appearance is determined by clothing choices or suggesting that one’s denim style is predetermined and unchangeable. Furthermore, the controversy has led to discussions about racial implications, with concerns raised over the lack of diversity in the casting of the ad and the historical associations of cleanliness and race in marketing.

In response to the backlash, the National Institute of Health’s definition of eugenics as a discredited practice involving selective breeding to enhance the human population has been cited by critics. Narrative Medicine lecturer Sayantani DasGupta from Columbia University addressed the ad’s alleged eugenic undertones in a viral TikTok video, highlighting the racialised and discriminatory nature of such ideologies. The controversy has also drawn parallels to a controversial 1980 campaign by Brooke Shields for Calvin Klein, suggesting a recurrent theme in the fashion industry.

Despite the criticism, the controversy has had a positive impact on American Eagle’s stock value, which surged by 10 percent in the wake of the ad campaign. While some have defended the advert, attributing the backlash to an overreaction, others argue that it perpetuates harmful stereotypes and fails to address the broader societal implications of its messaging. Notably, American Eagle has yet to issue an official statement addressing the controversy, leaving lingering questions about the intentions behind the campaign and its reception.

In conclusion, Sydney Sweeney’s American Eagle campaign serves as a reminder of the power and responsibility of advertising in shaping public discourse and influencing societal norms. The heated debate surrounding the ad underscores the importance of diversity, inclusion, and sensitivity in marketing efforts, as well as the need for brands to consider the broader social impact of their messaging. As the discussion continues to unfold, it remains to be seen how the fashion industry will respond to the calls for greater accountability and representation in advertising campaigns.