What is this controversy around actress Sydney Sweeney and an advertisement for a brand of jeans?

It could be an ordinary advertisement for a jeans brand. Meanwhile, Yet yet demands to boast the elasticity, comfort or style of this material associated with American imagery. Moreover, But the campaign of the American Eagle brand in which Sydney Sweeney appears currently takes a completely different turn.

In different spots posted last week. Moreover, the actress, whose career gave rise thanks to the series ” Euphoria », Multiply the staging to praise the outfits of the brand.

In one of the videos. In addition, she rolls up the top of her pants while a camera sweeps her bust from top to bottom, close to her chest. Nevertheless, In another, we find her leaning under the open hood of an Ford Mustang, sporting a plunging neckline. In addition, A camera then follows her get into the car, stopping particularly on her buttocks.

This advertising campaign what this controversy around actress made the action of American Eagle Outfitters leap 10 % in two days, many media reported this weekend. Therefore, She also raises many questions about the messages she delivers. Nevertheless, If some now proclaim Sydney Sweeney as an “anti-Woke” symbol, others accuse the campaign’s slogan of evoking eugenist theories.

A slogan that raises questions – What this controversy around actress

At the heart of the controversy. this sentence, highlighted in spots, but also on advertising posters: “Sydney Sweeney Has Great Jeans” (“Sydney Sweeney has good jeans”). From a phonetic point of view. in English the word jeans is very close to the term “gene” (gene, in French). In addition. Additionally, in a video published by American Eagle on her social networks, we see a woman, from behind, replacing the word “genes” with “jeans” on a poster.

And it is this play on words that raises questions. Thus. the American media Salon wonders about the phonetic similarity of this formulation what this controversy around actress with the expression “Great Genes” which is used historically to “glorify the whiteness, slimming and attractiveness of a person”. On social networks. Internet users have denounced allusions to a vocabulary linked to the far right and racist and eugenic theories.

Especially since another element raises questions. As reported by Daily MailSydney Sweeney makes other references to genetics in this American Eagle campaign. In a video. she declares: “The genes are transmitted from parents to their children, often determining features such as hair color, personality and even eye color … My genes are blue. »A Spot carried disappeared from social networks of the brand.

« symbole de ilke » »

In parallel with these accusations. some Internet users welcome the positioning of this advertising campaign, seen as a turning point in the strategy of American Eagle. It would thus sign the end of an era celebrating inclusiveness and would mark “the death of what this controversy around actress wokism”. As for Sydney Sweeney. it is presented by certain Internet users, notably conservatives, such as the “symbol of the anti-Woke”, analyzes an article of Libération.

The actress has not yet reacted to the controversy surrounding this advertising campaign.. To the magazine Nylonthe actress had confided that she “felt very confident in these photos”. adding that Cassie, the teenager whom she embodies in Euphoria“Would live for American Eagle” and “would love it,” reports the HuffPost.

No reaction at the moment either on the side of the president of the Jennifer Foyle brand. Upstream of the launch, however, she specified that campaign funds would be donated to associations fighting against domestic violence.