Sydney Sweeney advertises jeans – the campaign is accused of racism

Sydney Sweeney is the current Hollywood shooting star. The actress is said to be under discussion as a bond girl and soon plays US boxer Christy Martin in a biopic. A American Eagle Outfitters succeeded quite a coup when they could win Sweeney as their new advertising face. The American clothing brand has become particularly known for its jeans – and it is exactly what SWEENEY is now applying.

But the slogan, with which the new campaign goes hand in hand, is currently causing criticism on the Internet. “Sydney Sweeney Has Great Jeans” (“Sydney Sweeney has great jeans”), according to the current advertising clips. In a recording that posted the brand on Instagram, however, it also says: “Sydney Sweeney Has Great Genes” (“Sydney Sweeney has great genes”). So it is on a poster, the “genes” was crossed out and replaced by “jeans”. A pun on Sydney Sweeney’s image of the attractive heartbrecher.

In many people, however, the “Genes Jeans” analogy encounters criticism. They accuse the campaign of propaganda language and “racial hygiene”. The Nazis already propagated the preferred reproduction of white people to maintain the “good genes”. The Eugenik movement in the USA also had a similar background. Dark times when many people feel reminded of Sweeneey’s advertising. “Taking a blue -eyed, blonde, white woman and concentrating the campaign on the fact that she has perfect genes feels strange,” writes a user on Instagram. “Give me such a feeling of 1930s Germany,” it says.

“This happens if you have no people with a different skin color in the room. Especially in times like this. This advertising campaign was so much fixed on this ‘clever’ word game (…) that people in the room overlooked what is not known to everyone who was not so obvious,” complains one user. SWEENEY also gets criticism. “You accept these jobs that make your body an object. Fight the patriarchy, do not join him,” said a user on her Instagram profile.

American Eagle Outfitters has not yet commented on the allegations. For SWEENEY it is the second time that it is associated with right slogans. Last year she appeared on “Saturday Night Live” and wore a dress with a relatively deep neckline. In the conservative Canadian newspaper, a comment was then published in which SWEENEY was celebrated as a symbol of a “Woke movement” that came to an end. SWEENEY was mockingly celebrated in the English newspaper. She personifies the return of the “giggling blonde with the stunning stem … a being that was pushed to the brink of the extension”. As if it had recently been forbidden to women to have big breasts thanks to feminism and then show them.