Sydney Sweeney’s new jeans campaign has sparked some conversation! It’s not about the jeans themselves; people have alleged that there are racial undertones. Critics have also compared it to Brooke Shields’ controversial ad campaign with Calvin Klein. Known for her roles in Euphoria, Anyone But You, and Once Upon a Time in Hollywood, Sweeney’s ad campaign is with American Eagle and centers entirely around her.
The tagline reads, “Sydney Sweeney has great jeans.” Sweeney then goes on to say, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My genes are blue.” Viewers accused American Eagle of subliminally messaging them about eugenics when she talked about jeans, a scientific theory mostly used in the decades leading up to World War II.
It was popular among white supremacists, who believed the human population could be somehow improved by breeding out less desirable character traits or physical traits. On the surface, the ad has to do more with the sexualization of Sweeney, much like in Shields’ campaign. One of the most controversial lines of her campaign is “you want to know what comes in between me and my Calvins, nothing.”
If they had left out the nothing part, it would have let viewers end the sentence for her. Many people would have simply thought of her underwear. After all, what’s in between your body and the jeans themselves? In an interview with Vogue, Shields said herself, “I think this opinion was that I was much more savvy than I ever really was. I was a virgin, and I was a virgin forever after that.” She also said that she didn’t think it was about underwear or sexual, that she was naive.
This isn’t the first time that Sweeney has appealed to the male gaze. Whether it’s her deciding to do this or her PR management, it’s still clear that something is happening behind the scenes. For instance, her latest collaboration with Doctor Squatch, where they released a limited-edition soap called Sydney’s Bathwater Bliss, included a small amount of her actual bathwater. They made 5,000 bars of soap and sold them online for $8 each, quickly selling out, and now they are being resold for a much higher price. In both ads, it’s clear they want to use the phrase, “any press is good press.” What gets people talking about a person more than controversy?
It plays to both sides of sexualization, whether it’s purposeful or accidental. She has been open about society’s sexualization of her and the challenges she has faced due to that. Some believe that she could be playing up her sexuality for financial gain; if she’s going to be objectified, why not try to gain from it? Whether or not that’s the case, Sweeney’s choices and bodily autonomy are entirely her own.
What doesn’t help her sexualization is her role in Euphoria. She’s shown to be this character who will do anything to keep the boy she wants, leading to her being hyper-sexualized. The show’s depictions of sexualizing high schoolers sparked widespread controversy online about the show’s morality.
So, controversy surrounding her sexualization seems to follow her everywhere. But because any press is good press, the backlash could be the goal. It is hard to break through the chaos in today’s time. With so many people trying to become famous and get their voices out there, you must find a unique way for you to stand out. Well, Sweeney got people’s attention, that’s for sure. Other famous figures have even caught on, including Doja Cat, who made a parody video of the ad campaign in a funny western voice.
@dojacat my jeans are blee
♬ original sound – Doja Cat
Some overlook the ad’s noble cause. American Eagle announced that the custom denim cut would help raise money for domestic violence awareness and prevention. Directing 100 percent of revenue to the crisis text line, which is a nonprofit offering free 24/7 confidential support for mental health to anyone in need. She collaborated to create the limited-edition style, ‘The Sydney Jean’.
It features an embroidered butterfly on the back pocket, which represents domestic violence awareness. It’s important to remember that there is good in this situation, and the resulting awareness is a benefit. Unfortunately, our current world emphasizes the sexualization and perceived racial undertones, where our awareness towards and debates on injustice and objectification are at an all-time high.
It’s not about the nostalgic early 2000s fashion that American Eagle is trying to bring back. The ad has ignited arguments about beauty standards, sexualization, and racism. Sweeney can do anything she wants with her body. Despite many perspectives, her choices aren’t for us to decide. This might not mark the end of her sexualized productions. But there is hope to see her range when it comes to acting. Not because she’s some blonde-haired hair blue-eyed, beautiful woman. But because she’s an actor who deserves it, and many would love for her to prove that.
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