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Sydney Sweeney‘s American Eagle Campaign Sparks Online Debate Over “Jeans” Wordplay
An advertising campaign featuring actress Sydney Sweeney for the clothing brand American Eagle has ignited a importent online controversy, leading to widespread discussion and divided opinions. The core of the debate centers on the tagline “Sydney Sweeney has great jeans,” wich some social media users interpret as having racial undertones due to Sweeney’s blonde hair and blue eyes.Conversely, many others have lauded the campaign, viewing it as a rejection of “woke” political messaging.
In one of the campaign videos, Sweeney, dressed in a denim ensemble, states, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My genes are blue.”
The criticism leveled against the campaign on social media is varied, with some users accusing it of promoting “white supremacy” and “eugenics.” Others have characterized the campaign as “sterile,” indicative of “regression,” or simply as “rage bait.”
However, a ample number of individuals have expressed support for the campaign, sharing comments such as “woke is broke!” and “culture shift!”
Senator Ted Cruz of Texas weighed in on the matter via X (formerly Twitter), posting a photograph of Sweeney and remarking, “wow. Now the crazy Left has come out against stunning women. I’m sure that will poll well.”
Neither American Eagle nor Sydney Sweeney,the 27-year-old Emmy-nominated actress known for her roles in “The White Lotus” and “Euphoria,” have issued public statements in response to the backlash.
American Eagle previously described the collaboration with Sweeney as a way to “further elevate its position as the #1 jeans brand for Gen Z,” highlighting Sweeney’s “girl next door charm and main character energy — paired with her ability to not take herself too seriously — is the hallmark of this bold, playful campaign.”
As part of the campaign, American Eagle also introduced a limited-edition “Sydney Jean” priced at $79.95. This particular jean features a butterfly motif on the back pocket,which the brand stated is intended to represent domestic violence awareness. Proceeds from the sale of these jeans are designated for Crisis Text Line, a nonprofit institution providing mental health support. American Eagle, established in 1977, made this proclamation.
Following the widespread discussion generated by the campaign, Washington post fashion critic Rachel Tashjian commented that irrespective of whether the advertisement contained racial undertones or had intentions beyond selling jeans, it “is part of a wave of imagery of influencers, pop stars and musicians that feels tethered to the values of another time.”
