American Eagle, is this really what we are calling feminism in 2025?
Sydney Sweeney once again placed front and centre, with her blonde hair, blue eyes and body on display, yet again. I’m sure we’ve all seen the recent headlines and social media craze surrounding Sweeney’s controversial campaign with American Eagle.
Sweeney is best known for her roles in “Euphoria” and “Anyone But You”, among many others. Her latest on-screen appearance has left many people around the world divided.
What started as a jeans campaign quickly turned into a global conversation about 2025 feminism, beauty standards and politics.
One of the ads begins with Sweeney lying down whilst slowly zipping up her jeans whilst saying:
“Genes are passed down from parents to offspring, often determining traits like hair colour, personality, and even eye colour. My jeans are blue.”- Sydney Sweeney
If this is what female empowerment looks like in 2025, it’s very convenient that it still clearly caters to the male gaze. Not only this, but centring a celebrity like Sweeney isn’t just about the mainstream appeal. But dives deeper into ideal beauty standards and traits of blue eyes and blonde hair, heavily linking back to ones in Nazi Germany.
So, was this a publicity stunt? Whether this was intentional or not, what are the lines between empowerment and objectification?
Another ad focuses on her closing a car bonnet, the camera begins to zoom in on her bum whilst she grabs it. I think it’s a very interesting choice of camera positioning and placement. Don’t you think?
“Sydney Sweeney Has Great Jeans”- American Eagle Advertisement Voiceover/ Text
The quote above appears at the end of every ad in the campaign. While “jeans/genes” is clearly a pun, it has sparked concerns from viewers about the reinforcement of beauty and body ideals. I mean, isn’t it interesting that they only chose Sweeney rather than incorporating other models from various ethnicities and body shapes?
As if this could get any more political, a recent headline has circulated after the President of the United States, Donald Trump, made a public appearance discussing Sweeney’s political stance.
“Sidney Sweeney, a registered Republican, has the HOTTEST ad out there…. Go get ‘em Sidney” -Donald Trump
This only leaves the public to question whether her political stance influenced her decision to take part in such a campaign.
Unfortunately, the version of empowerment in 2025 seems to focus on the physical appeal of women rather than what they stand for.
Kathrynf 
Alexander Hanjin De Filippo 
Eabha Quinn
It’s frustrating to witness how feminism in 2025 continues to be portrayed through the same outdated perspectives of beauty standards and the male gaze.