Sydney Sweeney’s American Eagle jeans ad has ignited a firestorm of social media backlash, drawing direct comparisons to Brooke Shields’ iconic and controversial Calvin Klein campaign from the 1980s, which stirred debates around the sexualization of a minor. The ad, part of the ‘Sydney Sweeney Has Great Jeans’ campaign, features the actress speaking about how genes are passed from parents to offspring, influencing traits like hair color, personality, and eye color. As the camera zooms in on her eyes, the visual is reminiscent of Shields’ 1980s ad, which became notorious for its explicit and controversial content.
Brooke Shields was only 15 when she starred in the Calvin Klein campaign, and her famous line, ‘You want to know what comes in between me and my Calvins? Nothing,’ became a cultural touchstone. The ad was part of a series that included Shields delivering a monologue on genetics and evolution, blending intellectual themes with the sexualized portrayal of the young star. The campaign sparked significant backlash for its exploitation of a minor’s image and the sexualization of her body, drawing criticism for its objectification and lack of consent.
Fast forward to 2023, and Sydney Sweeney’s ad has faced a similarly swift and intense backlash, though the nature of the criticism has shifted. While some critics have drawn controversial comparisons to eugenics and white supremacy, others, including President Donald Trump, have come out in defense of the ad, applauding its success and Sweeney’s status as a registered Republican. Trump praised the ad on his social media platform, stating that it has led to ‘the tide turning’ and that being ‘woke’ is for losers.
Industry experts have weighed in on the cultural significance of these campaigns, noting that they represent a broader trend in advertising where brands use intellectual or historical references to add depth to their campaigns. For instance, Jesse Watters of Fox News mentioned on his show that such campaigns are a Madison Avenue staple, often involving wordplay or historical references to make products more relatable. American Eagle has responded to the backlash by emphasizing the campaign’s focus on jeans and confidence, with recent social media posts highlighting a diverse range of models, including those of color, to signal inclusivity.
The controversy has also raised questions about the role of social media in shaping public perception of advertising and the ethical implications of using young celebrities in such campaigns. While Shields has reflected on her past experiences, noting that the backlash was unexpected and that the campaign was successful, Sweeney’s situation has brought new attention to similar issues of objectification and the exploitation of young female stars in advertising.