The marketing landscape is currently captivated by a brewing storm surrounding Sydney Sweeney’s recent American Eagle advertising campaign, which has ignited a significant online debate. This controversy has now drawn in pop sensation Lizzo, who has injected her distinctive voice and humor into the polarizing discussion, amplifying the conversation across social media platforms.
Lizzo’s contribution to the discourse came in the form of a cleverly photoshopped image shared on her Instagram. The visual parodied Sweeney’s original reclined pose from the American Eagle ads, with Lizzo playfully mirroring the stance. Her accompanying caption, “My jeans are black…”, served as a direct and cheeky counterpoint to Sweeney’s line, “My jeans are blue,” adding a fresh layer to the viral meme circulating online.
The initial American Eagle campaign itself was met with immediate and substantial backlash, with numerous critics alleging racially coded undertones in its messaging. A specific point of contention was Sweeney’s line, “I guess great jeans run in the family,” which some interpreted as a subtle, racially charged insinuation, a form of “dog-whistling” that emphasized whiteness within fashion advertising.
While some observers dismissed the controversial line as merely an awkward pun or a misstep in marketing, the resulting public outcry and accusations of insensitivity only intensified the debate. The nuanced interpretations of the ad’s implicit meanings highlight the complexities of modern advertising in an increasingly socially conscious consumer environment.
Lizzo is not the sole celebrity to weigh in on this contentious campaign. Prior to her engagement, Doja Cat also garnered significant attention for her viral TikTok video that mockingly exaggerated Sweeney’s delivery with a distinctive Southern accent, further demonstrating how public figures are engaging with and shaping the narrative around the ad.
The campaign’s title, “Sydney Sweeney Has Great Jeans,” deliberately played on the double meaning of “genes” (hereditary traits) and “jeans” (denim attire). However, the visual presentation, which included lingering camera shots on Sweeney’s figure while she discussed her “blue genes,” led to widespread criticism, with many perceiving it as a regressive and overtly male-gaze-driven approach to marketing. This drew comparisons to historically controversial advertisements, such as Calvin Klein’s infamous 1980 campaign featuring a then-15-year-old Brooke Shields, which faced similar accusations of sexualizing young women.
As of now, neither Sydney Sweeney nor American Eagle has issued an official response to the escalating backlash. Yet, as more influential figures—from music artists to social media personalities—continue to chime in through parodies, memes, or direct critiques, the discussion around the ethical implications and broader societal impact of advertising campaigns grows louder and more pressing.
Despite the controversy, reports indicate that the increased visibility surrounding Sydney Sweeney, partly amplified by this very ad campaign, has correlated with an uptick in American Eagle’s stock performance this week. This unexpected financial outcome underscores the complex interplay between viral controversy, celebrity influence, and market dynamics in the digital age.
