Sydney Sweeney's Ad Campaign Sparks Backlash Over Alleged 'Celebration of Whiteness'
Sydney Sweeney's New American Eagle Ad Campaign Sparks Fierce Backlash: Is it a Tone-Deaf Marketing Move?
The fashion world is abuzz with controversy as actress Sydney Sweeney, 27, takes center stage in American Eagle's latest ad campaign. The autumn rollout, which boasts the tagline "Sydney Sweeney Has Great Jeans," has been met with scathing criticism from critics and fans alike. But what exactly has gone wrong?
At first glance, it seems like a straightforward marketing strategy: pair A-list actress Sydney Sweeney with trendy denim ensembles to promote American Eagle's latest offerings. However, the phrase "great genes" at the heart of the campaign has raised eyebrows and sparked heated debates about racialized dog whistles.
TikTok user Angie (@vitalmediamarketing) took to the platform to dissect the ad, pointing out the problematic undertones. According to Angie, Sweeney's conversation about her family tree and genetics in the context of her blonde hair and blue eyes is nothing short of a "loud and obvious racialized dog whistle." The implication, of course, being that Sweeney's appearance is somehow exceptional or desirable due to her genetic makeup.
The backlash has been fierce, with many users panning the tone-deaf campaign on American Eagle's Instagram page. One user quipped, "It's giving 'Subtle 1930's Germany,'" while another echoed, "Close enough, welcome back 1930s Germany." The sentiment is clear: this ad campaign feels like a step backward into a bygone era of racism and exclusivity.
But American Eagle's marketing team seems to have missed the mark. In a July 23 news release, Sweeney gushed about the brand's commitment to making its customers feel confident and comfortable in their own skin. "There is something so effortless about American Eagle," she said. However, it appears that her words were lost on the company's marketing team.
American Eagle Outfitters president Jennifer Foyle attempted to spin the campaign as a celebration of what makes the brand iconic – trendsetting denim that leads, never follows. But the optics are decidedly off, with many users accusing the brand of reinforcing problematic beauty standards.
To make matters worse, American Eagle has been criticized for its lack of diversity in the ad campaign. Amidst the controversy, one user pointed out that "this is what happens when you have no people of color in a room... particularly in a time like this." Another scathing comment read: "This ad campaign got so caught up in this 'clever' play on words and this stunt the ppl in the room missed what was so blatantly obvious to anyone not White."
As the debate rages on, one thing is clear: American Eagle's marketing team has made a grave mistake. With proceeds from a special edition of The Sydney Jean being donated to Crisis Text Line in an effort to provide grants for mental health support and crisis intervention, it's a shame that the brand's message has been so misinterpreted.
In a statement to TheScholarlyNote.com, American Eagle declined to comment on the controversy. However, we can't help but wonder: who exactly greenlit this campaign? And what were they thinking?
The backlash against American Eagle's ad campaign has sparked a wider conversation about racism and representation in the fashion industry. As one user astutely pointed out, "This is such a f**d up campaign." Another user echoed, "I'm never shopping at AE again."
As for Sweeney, she's likely to emerge unscathed from this controversy, given her reputation as a rising star in Hollywood. But American Eagle? Not so much.
A Brief History of Racialized Dog Whistles
For those who may be unfamiliar with the term "racialized dog whistles," it refers to subtle cues or language used to appeal to racist ideologies without explicitly stating them. In this case, Sweeney's conversation about her family tree and genetics serves as a dog whistle for white supremacy.
The concept of racialized dog whistles is not new; in fact, it has been a persistent issue in the fashion industry. Think back to the Abercrombie & Fitch days when the brand was accused of promoting a homogeneous, white beauty standard.
American Eagle's History with Diversity
In recent years, American Eagle has made an effort to promote diversity and inclusivity within its marketing campaigns. However, this latest ad campaign feels like a step backward in that regard. With its focus on Sweeney's genetic makeup, the brand seems to have missed an opportunity to truly celebrate diversity.
The Importance of Representation
As we navigate these treacherous waters of racism and representation, it's essential for brands to understand the power of their marketing campaigns. American Eagle's ad campaign has sparked a necessary conversation about the importance of representation in fashion.
With its long history of championing inclusivity, American Eagle should have done better. After all, as one user astutely pointed out, "You read the room... you know what I mean."
The Crisis Text Line Partnership
In an effort to provide grants for mental health support and crisis intervention, American Eagle has partnered with Crisis Text Line. The brand's commitment to supporting a good cause is admirable, but it feels like damage control at this point.
Proceeds from a special edition of The Sydney Jean will be donated to the organization, which aims to expand programs at Historically Black Colleges and Universities (HBCUs). However, amidst the controversy surrounding American Eagle's ad campaign, it's unclear whether this partnership will be enough to salvage the brand's reputation.
