Sydney Sweeney’s ‘Great Jeans’ Advertisement. Image: Women’s Wear Daily
When American Eagle dropped its new campaign featuring Sydney Sweeney, nobody was talking about jeans. The double meaning that many interpret as “Great Genes” was what rekindled the conflict between politics, fashion, and who gets to represent American beauty.
The campaign, which features Sweeney in blue jeans lounging against a soft-focus backdrop, was particularly polarising. To no one’s surprise, right-wing advocates and politicians practically swooned over the campaign, with even the president of the United States, Donald Trump, commenting that it is the HOTTEST ad out there. That kind of praise is not accidental, but rather an obvious indication that the advertisement’s innocent, patriotic facade is designed to play into a particular political fantasy.
After pictures from a family gathering with MAGA apparel appeared in 2022, Sweeney’s political views have come under scrutiny. Her recent confirmation of being a registered Republican only added more fuel to the fire. Although, Sweeney supporters argue that people have lost their minds, the reality is that there is nothing apolitical about an A-list celebrity, especially given that the classic Americana imagery being marketed fits so perfectly with a conservative definition of femininity.
Sydney Sweeney’s family wearing MAGA-style hats. Image: Daily Mail
American Eagle is not stupid. They knew exactly what they were doing when they chose Sweeney to be the face of the campaign and paired her looks with a term that suggests genetic superiority. It evokes a longing for a pre-woke America, and is more than just a model wearing jeans. It represents the type of America where American beauty resembled Sweeney and was not representative of the nation’s diversity.
As expected, American Eagle’s response has been predictably bland. They insist that great jeans look good on everyone. However, the undertone remains intact. The marketing primarily relies on an image that appeals to a particular percentage of the population, and it is this selective appeal that gives it such power.
Other critics also accused the brand of pushing a subtle but pointed conservative fantasy that is white, feminine and most importantly, Republican coded. Doja Cat, an American artist, took a humorous stance, uploading a video to TikTok mocking the original ad.
YouTube Video of Doja Cat Mocking Sydney Sweeney. Source: The Hollywood Reporter News
Sweeney has freely taken on the position that the slogan calls for. Although she did not write her script, she is now part of a marketing plan that uses coded imagery to sell not just jeans but also a notion of who belongs in them, going beyond simply being a celebrity in an advertisement.
Kathrynf 
Alexander Hanjin De Filippo 
Eabha Quinn