The new Hollywood star campaign Sydney Sweeney to the American Eagle It became one of the controversial issues this week.
The ad, titled “Sydney Sweeney Has Great Jeans” (or “has great jeans”), was released on July 23, with some videos of the actress wearing the pieces of the brand. One of the points raised by the campaign is the fact that the slogan makes a pun between the word “jeans” and “genes”mainly due to the phonetic resemblance between the English words. The word game was accused racial nature and suggest genetic superioritysince the interpreter of is a white, blonde and light -eyed woman.
In advertising, Sydney says, “genes are transmitted from parents to children, often determining characteristics such as hair color, personality and even eye color. My jeans are blue.” Until a voice, in the background, completes speaking the slogan: there are great jeans. “
Sayantani DasGupta, who is the author, doctor and professor of the Narrative Medicine course at Columbia University stated that advertising is “embedded by Eugenic Message.” “Advertisements do not sell us products, sell notions of love, sexuality, bodies and the like … Sydney punctuates this parallel between ‘genes’ and ‘jeans’ when talking about father’s past characteristics. RACIALIZED WOMAN HAD NOT HAS BEEN CONTRACTED FOR THIS CAMPAIGN“He adds.
Eugenia is a pseudoscience what visa a “Genetic improvement of humans” And, according to the National Human Genome Research Institute, an “inaccurate theory, linked to historical and current forms of discrimination, racism, capacitism and colonialism.”
Another point is also raised by the similarity of the 2025 campaign with 1991 Brooke Shields announcementat the age of 15, for Calvin Klein. In addition to also bringing a message about genetic characteristics, the teenager star said, “Want to know what’s between me and my jeans? Nothing.” Rachel Lowestein, brands cultural consultant points out that American Eagle’s propaganda is returning to “older Advertising Strategy: Sex sells“. She points out that even with so many women bothered by the tone of advertising, the value of the brand had a No market peak – In fact, the company’s shares rose 10% in a few days, adding US $ 200 million (about R $ 1.1 billion), to the value of the group, said Vanity Fair.
So far, the actress or American Eagle have not issued any formal statements on the subject. According to a LinkedIn publication by Asheley Schapiro, the company’s vice president of marketing, she and Sydney had a prior conversation about the campaign boundaries: “We asked, ‘How far do you want to go?’ And she gave sorrine and said: ‘Come on, I Top’“.
