Sydney Sweeney’s attractive persona got here out in a latest American Eagle marketing campaign touting her “nice denims” — however the advert sparked controversy and backlash amongst social media customers.
From claims of over-sexualization to accusations of selling eugenics, maintain scrolling to see how the marketing campaign sparked a number of controversies:
Concentrating on the Mistaken Viewers and Oversexualization
After Sweeney posed in an American Eagle photoshoot on July 23, the imagery went viral and triggered a stir with individuals who believed it to be focused on the flawed viewers resulting from its oversexualization of Sweeney’s physique.
The video advert begins off with a digicam zooming in on Sweeney’s cleavage. “My physique’s composition is set by my genes,” Sweeney stated in a seductive voice. “Hey, eyes up right here,” she advised the digicam because it flashed to her face. A narrator’s voice then stated, “Sydney Sweeney has nice denims.”
In one other advert, she leaned over the hood of a automotive and gave viewers one other glimpse of her curves. She then walked away from the car and brushed her palms on her bum whereas the digicam zoomed in.
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Social media customers have been fast to react to the clips, which didn’t even present her modeling in a pair of denims. “She is aware of she’s promoting denims for WOMEN and never males, proper??😭” one wrote by way of TikTok on July 26. Extra commented, “That is simply degrading? Omg we are actually going backwards,” whereas one other added, “I really feel uncomfortable and unhappy.”
In line with PitchGrade, American Eagle largely goals for younger feminine customers between the ages of 15 and 25. “American Eagle is like for pre-teens too what the heck that’s the place I went to once I was a child I’m so confused,” a TikTok person commented.
In picture imagery, the Anybody However You actress went topless whereas carrying a pair of the model’s darkish denim pants. She coated her chest with a jean jacket and gazed into the digicam.
She additionally lay on the ground and pulled one in every of her legs up within the air whereas rocking a saggy pair of pants and a white T-shirt, which she tied right into a crop prime.
Sweeney Desires to Be Much less Sexualized
Sweeney’s marketing campaign comes after she opened up about the best way folks discuss her physique in March 2024, whereas chatting with Selection.
“I simply can’t enable myself to have a response. I don’t know find out how to clarify it — I’m nonetheless making an attempt to determine it out myself,” she stated. “Folks really feel related and free to have the ability to talk about me in no matter method they need, as a result of they imagine that I’ve signed my life away.” The Euphoria star added, “It’s this bizarre relationship that folks have with me that I’ve no management or say over.”
Sweeney’s American Eagle Advert Sparks Considerations of Eugenics
In one other video advert posted on Monday, July 28, Sweeney and American Eagle sparked a dialog on eugenics, which is a largely discredited perception that aimed to enhance the genetics of the human species. Eugenics is an unscientific and racially biased research that was adopted by the Nazi social gathering and is related to white supremacy.
“Genes are handed down from mother and father to offspring, usually figuring out traits like hair coloration, character and even eye coloration. My denims are blue,” Sweeney stated, which wasn’t solely referring to her pants, but in addition her eye coloration.
Folks discovered her commentary to be “scary” as a result of it gave the impression to be “selling eugenics.”
“American Eagle must delete these Sydney Sweeney advertisements. They’re genuinely scary,” a fan wrote by way of social media. A second shared, “Sydney Sweeney and American Eagle selling eugenics and pushing the aryan race Nazi propaganda was not in my 2025 bingo card,” whereas a 3rd wrote that the model was “sexualizing tf out of her and hinting at nazism.”
On the time of publication, the video advert seems to have since been deleted from American Eagle’s social media pages.
Akin to Brooke Shields’ Controversial Denims Advert
Sweeney and American Eagle took inspiration from Brooke Shields’ well-known Nineteen Eighties Calvin Klein advert, wherein she slid right into a pair of denims whereas mendacity on the ground and sharing a message about how “the key of life lies within the genetic code.”
“Genes are basic in figuring out the traits of a person and passing on these traits to succeeding generations,” Shields stated within the clip. “Often, sure situations produce a structural change in a gene which is able to convey in regards to the strategy of evolution. This will likely happen in a number of of the next methods: first, by selective mating wherein a single gene kind proves superior in transmitting its genes to future generations. Secondly, by gene drift, wherein sure genes might fade away whereas different genes persist.”
“And eventually, by pure choice, which filters out these genes higher outfitted than others to endure in an atmosphere. This will likely outcome within the origin of a wholly new species – which brings us to Calvins and the survival of the fittest,” Shields, now 60, stated.
The business went viral as a result of she was solely 15 years previous on the time, and due to the sexual message.
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In 2021, Shields responded to the backlash the advert acquired throughout an interview with Vogue.
“I didn’t suppose it was about underwear or sexual in nature,” Shields stated on the time. “What was stunning to me was to be berated by ‘Oh, you knew this was occurring. That is what you thought. You have been considering these ideas.’ I used to be a child, and the place I used to be, I used to be naive. I used to be a really protected, sequestered, younger girl in a bubble. I believe the idea was that I used to be rather more savvy than I ever actually was.”
Us Weekly has reached out to American Eagle and Sydney Sweeney’s rep for remark however didn’t instantly hear again.
