USA Experiences Intense Backlash Over Controversial Jeans Advertisement
In the world of fashion advertising, the American Eagle brand has found itself at the heart of a polarising debate. The campaign, featuring actress Sydney Sweeney, has sparked controversy by touching on sensitive topics such as beauty standards, race, and representation.
The ad, which features Sweeney saying, "Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue," has been criticised for potentially echoing discredited eugenics ideas. Some internet users have expressed concern that the campaign's focus on physical traits like eye color and hair color could be problematic. One user on platform X wrote, "Using a blue-eyed, blonde, white woman and making your campaign about her having perfect genes feels weird."
The controversy deepened when former President Donald Trump praised Sweeney and American Eagle on social media, labelling the ad "anti-woke" and positioning being Republican as preferable to being "woke." This endorsement led to right-wing figures like Defense Secretary Pete Hegseth and Representative Nancy Mace using the jeans ad imagery in memes, further politicising the campaign.
Sydney Sweeney, who is registered as a Republican in Florida since June 2024, has used the advertisement to make a statement about genetic traits. She said, "My jeans are blue." Some users have defended Sweeney against the criticism, with the White House's Communications Director, Steven Cheung, speaking out in her defence. However, not all reactions have been positive. Another user on Instagram commented, "Such ideas (eugenics) are not cool."
Some users have even called for a boycott of American Eagle on Instagram. In response to the backlash, American Eagle initially managed the launch with consumer PR firm Shadow but later engaged strategic communications firm Actum to handle the crisis. Neither the company nor Actum commented publicly.
It's important to note that three films featuring Sydney Sweeney have been released at the beginning of the year, and more films featuring the actress are announced. Despite the controversy surrounding her advertising campaign, Sweeney is currently focusing on her work and keeping a low profile.
This incident serves as a vivid example of how quickly brand advertising can become embroiled in political battles. As the debate continues, it remains to be seen how American Eagle will navigate this challenging situation.
(As a side note, Brazil's former president Bolsonaro has been ordered to be under house arrest.)
[1] Source: Various online news articles and social media posts.
In the midst of the polarizing debate over the American Eagle brand's advertising campaign, issues of entertainment, pop-culture, and celebrities come to light. The controversy surrounding actress Sydney Sweeney's ad for the brand, touching on Genetic traits, has sparked discussions about repairing past eugenics ideas, drawing attention to her role in the broader cultural landscape.
