Sydney Sweeney in hot water after the American Eagle campaign on his “good genes”

A new advertising campaign for the Chouchous jeans of American Eagle featuring actress Sydney Sweeney reacted. Meanwhile, Many Internet users say they are shocked by this offensive which sounds false. Moreover, its references perceived to “eugenist” or “supremacist” speeches. In addition, This controversy is perhaps what the retailer of clothing in great difficulty has been hoped for since the beginning. Similarly, of the year.

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Since last week. Nevertheless, the campaign in which Sydney Sweeney talks about his “good jeans” – A play of words in English with the terms” jeans “and” genes ” – draws attention, especially for bad reasons, if we trust online.

On the Tiktok sydney sweeney hot water after account of the American Eagle retailer, each campaign video approaches or exceeds one million views. Therefore, The comments are. however, mainly negative, reproaching the objective of the woman’s body (that of Sydney, in this case), and the discriminatory underside that resonates with all this.

“I’m going to throw all my American Eagle jeans now. For example, ” said a tiktok user whose comment has been loved more than 600 times. Several other people call to boycott the brand.

White supremacism? – Sydney sweeney hot water after

What shocks well from the world is that advertising seems to promote certain genes that would be “good”. are those of Sydney Sweeney which is white, blonde and with blue eyes. The parallels with the standards of “the Aryan race”. historically promoted by the Nazis and white supremacists, did not escape the detractors of the campaign. In one of the promotional videos. sydney sweeney hot water after the actress even launches:

“The genes are transmitted from parents to offspring and often determine features such as hair color, personality and even eye color,” she explains, before the camera goes up to her blue eyes. “My jeans are blue.”

On Instagram. the author and columnist Elizabeth Lemay believes that this association is so clear that the campaign “will be studied in history courses as the representation of an attempt to indoct the young people in a neonazi ideology, including the actress [Sweeney] wants to become the incarnation at all costs ”.

Instagram, Elizabeth Lemay

In a chronicle of MSNBC, we can read that advertisements illustrate sydney sweeney hot water after an increasingly “puritan” and “conservative” American culture.

“Our culture as a whole has moved more to the right. which allowed the emergence of this type of content,” says Hannah Holland, who is behind the opinion text.

This is an opinion that seems to share the supporters. commentators of the American right, who are delighted with what is seen as the “death of Woke advertising” centered on diversity and inclusion.

However. it is precisely the diversity and the inclusion that the fashion company said it was placed at the heart of its values and its advertisements … The fact of putting the headlights on this actress. its genes, which is white and whose forms correspond to the standards of beauty, displeases a number of disenchanted customers.

Talk about it well or talk about it, but talk about it …

Sydney sweeney hot water after

However, on July 24, after advertising became viral, sydney sweeney hot water after the course of action by American Eagle jumped 12%. This is very good news for the company whose action had undergone a fall of 35% compared to the past year.

Controversy could thus ironically benefit the business of the company. The action of American Eagle has become what is called “action-mème” (meme stock). that is to say that she gained popularity very quickly thanks to social networks like Reddit and X (formerly Twitter).

According to Business Insiderthe simple fact that investors find that Sydney Sweeney attractive can motivate them to buy actions. from American Eagle. This craze motivates more people to sell. buy the action, which can increase the course of the action, especially if this rapid climb surprises investors who expected a drop.

The fact remains that it is precisely the sexualization of Sydney. stacked on the speeches of the campaign which unfortunately recall an eugenist context undeniable, which sydney sweeney hot water after encourages several to bar American Eagle of their favorite stores: a tumble could therefore follow this increase once the controversy has passed.

Suitable for Billie.ca by Sarah-Maude de Rive

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