Sydney Sweeney, the actress known for her roles in “Euphoria” and other hit shows, has sparked controversy with a new ad campaign for American Eagle. Detractors claim that the campaign promotes pro-eugenics messaging, while others see it as a tired take on an outdated idea of Americana.
The issue seems to be with Sweeney herself, who is registered in Florida as a Republican and was spotted wearing MAGA-style hats at her mother’s 60th birthday party. However, she has stated that people create their own image of her, saying “I see that all the time with me.” Trump praised the ad, claiming Sweeney is a “babe and a half,” but this does not give more or less meaning to her intentions.
The campaign itself has been criticized for its weak wordplay and lack of self-awareness. In one video, Sweeney throatily whispers “My jeans are blue” after giving a summary of genetic traits, leaving viewers scratching their heads. The ad is also being seen as a poor imitation of the 1980s Brooke Shields Calvin Klein ads.
Sweeney’s involvement in the campaign has led some to question whether American Eagle is still committed to progressive values. Despite this, the company claims that the campaign is meant to be “celebrating what makes our brand iconic – trendsetting denim that leads, never follows.” However, critics argue that the ad relies on outdated and sexist stereotypes.
In contrast, Beyoncé’s Levi’s campaign offers a more innovative approach, with a visually cool and plot-driven narrative. The co-branded ultra-wide leg jean featuring a butterfly embroidery benefits Crisis Text Line, highlighting the potential for brands to use their platforms for good.
Ultimately, the controversy surrounding Sweeney’s American Eagle ad serves as a reminder that even small actions can have significant consequences. As companies look to rebrand and refresh their images, they must also consider the impact of their marketing strategies on their audience.
Source: https://www.vanityfair.com/style/story/sydney-sweeney-american-eagle-ad