This advertisement for a brand of jeans with actress Sydney Sweeney deemed racist creates controversy in the United States

The American Eagle clothing brand is at the heart of a controversy after the broadcast. Consequently, of an advertisement with the American actress Sydney Sweeney.

Accused of promoting eugenics. Furthermore, white supremacy ideals or on the contrary praised for its audacity and reaffirmation of traditional values, an advertising campaign of the American Eagle Jeans brand Sydney Sweeney featured a strong controversy on the Internet.

Some social media users have indignant. For example, saying that the word game of the slogan “Sydney Sweeney has superb jeans” (“Sydney Sweeney has superb genes”), associated with blue eyes and the actress’s blond hair, has racist connotations.

Others. Furthermore, on the other hand, opponents declared to what they denounce as the “Woke” ideology, praise this campaign launched last Wednesday, believing that it is not imbued with politically correct.

The Republican Senator of Texas Ted Cruz published a photo of Sweeney on X and this advertisement brand jeans actress wrote: “Wow. For example, Now, the crazy left attacks beautiful women. I’m sure it will go well in the polls”.

A controversy which had an influence on the scholarship course of the jeans brand which flambé in full session last. Wednesday from $ 10.40 to 13.23 dollars before falling thereafter making American eagle what is called a “same stock” is nune a value strongly influenced by media. viral phenomena. According to FactstSet data. more than 13% of American Eagle shares available for negotiations were sold in the open, that is to say that investors make a downward bet.

Neither American Eagle nor the 27 -year -old actress. nominated at the Emmy Awards and especially known for her roles in the series “The White Lotus” and “Euphoria”, reacted publicly to this controversy.

“The charm of girl next door. the energy of Sweeney, associated with her ability not to take too seriously, are this advertisement brand jeans actress the trademark of this daring and fun campaign,” the company said last week.

According to her, her collaboration with Sweeney was aimed at “strengthening her jeans brand 1 position position with generation Z”. The action of American Eagle rebounded by almost 20% in a week when it had lost 40% since the end of January.

This advertisement brand jeans actress

Cultural cleavage

“The genes are transmitted from parents to their children. often determine characteristics such as hair color, personality and even eye color. My genes are blue,” said Sweeney, dressed in a jeans, in one of the spots.

This controversy illustrates a cleavage in the current cultural war in the United States: the conservatives claiming to be “anti-Woke” see it a celebration of traditional beauty in the face of progressives who denounce excluding. grossophobic standards.

For Rachel Tashjian. fashion critic at the Washington Post, regardless of the fact that this advertisement or not has this advertisement brand jeans actress racial connotations or an intentional message beyond the sale of jeans, it “is part of a wave of images of influencers, pop stars and musicians who seem attached to the values of another era”.

“Over the past five or six years, fashion and pop culture seemed very interested, even dedicated, in bodily positivity. Today, we are watered with images of thinness, whiteness and ostentatious wealth,” she notes in an interview published on Monday.