Sydney Sweeney's "jeans" are so cooked

Sydney Sweeney is once again at the center of controversy, this time for her American Eagle "jeans" ad that has reignited conversations around oversexualization, the male gaze, and troubling political undertones.

We begin the discussion by pointing out the contradiction in using hyper-sexualized imagery to market a product largely targeted at young women. This leads into a broader critique of how Sweeney, who has been both sexualized and body-shamed in the past, appears to be leaning into her objectification as a branding strategy. While this approach may be lucrative in the short term, it comes with long-term consequences, especially for women in the public eye who are relentlessly scrutinized when they age, gain weight, or express opinions.

The video draws a historical parallel between Sweeney’s ad and Brooke Shields’ infamous Calvin Klein commercial from the 1980s. Shields, a child at the time, was exploited and sexualized under the guise of fashion, highlighting the long-standing dangers of marketing through the male gaze. The key difference is that while Shields was a minor with little agency, Sweeney appears to be a willing participant, fully embracing the attention.

But beyond the surface-level critique of hypersexualization, we need to delve into the elephant in the room. The ad contains a line “my genes are blue” that, while disguised as a denim pun, raises deeply uncomfortable questions. Blue jeans, blue eyes, blonde hair, “good genes”, these references evoke historical language around genetic superiority and purity, themes heavily linked to eugenics and white nationalist ideology. Whether intentional or not, the line taps into a loaded visual and ideological history that really can't be ignored in today’s political climate.

While these concerns were quickly dismissed by conservative voices online, branding critics as “woke losers” and defending Sweeney as an “American treasure", the vehemence of these defenses, and the framing of critique as unpatriotic or irrational, only underscores how politicized and polarized cultural discourse has become.

This isn’t just about a denim ad. It’s about what kinds of beauty, bodies, and values are upheld in mainstream media, and what that tells us about our society; the rollback of DEI initiatives, rising anti-immigrant rhetoric, and even the creation of all-white towns in states like Missouri. These aren’t isolated events, they form a cultural backdrop that makes the “blue genes” ad far more dangerous than a simple marketing gimmick. It's not just about denim. It's about who gets to be considered beautiful, marketable, and American.

In response, various other brands have come out with more positive representation. A recent Ralph Lauren campaign exhibited an inclusive, thoughtful tone, showing that brands can engage with current culture in meaningful, responsible ways. We conclude the video by urging viewers not to accept these campaigns at face value. When brands so clearly reveal their ideologies, whether intentionally or through implication, it’s up to audiences to ask hard questions, critique openly, and resist narratives rooted in exclusion and supremacy.

Animations:   / kashmirichaiandbooks  

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