This denim ad campaign has brought back focus to beauty ideals
-
Fatima Saif
- . August 7, 2025
- . Update: August 7, 2025 6:21 pm
The latest denim ad campaign from American Eagle featuring Euphoria actress Sydney Sweeney has become one of the most talked about things this summer – but not necessarily for the reasons the brand originally intended.
Launched on July 23, the campaign titled ‘SYDNEY SWEENEY HAS GREAT JEANS‘ aimed to promote denim, that’s the sole purpose. But many netizens are suggesting that the ad has reinforced outdated beauty ideals. Is this true?
People on the Internet are suggesting that the ad campaign from American Eagle highlighted the actress’s fair skin, blue eyes and blonde hair – simultaneously referencing inherited traits. This backlash has triggered discussions about race, representation and marketing ethics.
“Sydney Sweeney, a registered Republican, has the ‘HOTTEST’ ad out there”
In the ad campaign for American Eagle, Euphoria star Sydney Sweeney can be heard stating: “Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour…My jeans are blue.”
The brand seems to have already discarded the clip from its social media platforms. But the damage – or publicity as some people doubt it – is done. The campaign has got the attention of millions of people across the globe.
US President Donald Trump is part of the discussions. On his platform Truth Social, he recently noted: “Sydney Sweeney, a registered Republican, has the ‘HOTTEST’ ad out there … The jeans are ‘flying off the shelves’.” His remarks definitely added fuel to the already heated debate.
