American Eagle launched a new campaign featuring Sydney Sweeney, which faced criticism for its language and implications related to eugenics. The ad showcased Sweeney with a playful slogan linking 'genes' and 'jeans,' which many found offensive. Critics on TikTok generated significant views, comparing the ad's themes to fascist propaganda, with specific comments centered around her being a blonde, blue-eyed woman. Responses included polarized opinions, even drawing comments from notable political figures about societal reactions to beauty and marketing.
The campaign depicts Sweeney in a denim shirt and baggy jeans provocatively posing as a male voice says: Sydney Sweeney has great jeans. In one now-viral clip, Sweeney is filmed pasting a campaign poster on to a billboard.
Critics were quick to point out the implications of the advert's wordplay. In one video that has had more than 3m views, a TikTok user compared it to fascist propaganda.
According to Sophie Gilbert, a staff writer at the Atlantic and author of the book Girl on Girl, the slogan Sydney Sweeney has good jeans' obviously winks at the obsession with eugenics that's so prevalent among the modern right.
Even the US senator Ted Cruz has weighed in. Reposting a news story on X, he commented: Wow. Now the crazy Left has come out against beautiful women. I'm sure that will poll well.
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