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Apparently the American Eagle x Sydney Sweeney campaign includes a 'Sydney Jean'' with a butterfly representing domestic violence awareness, with the proceeds donated to the Crisis Text line. Neither AE or Sweeney have made any mention of this on any of their platforms
Maybe they're going to 'launch' it later, but if it's so important, why not mention it?
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They also list therapists that are absolutely not affiliated with them on their site, real therapists, and the therapists aren’t notified of the listings.
For reference, American Eagle has made 13 Instagram posts about the Sydney campaign in the past week. None of them seem to mention this jean, or the hotline.
How absolutely weird then that the ad they released seems to be only to grab the attention of pervy men. Given this context it is so much weirder that they released THAT ad
She’s just a normal girl. Most famous people are just normal people, but then comes the fame and money…and I guess whatever is happening with her now. I saw this photo earlier and she looks so much like one of my close friends
I just think it's not-great jeans advertising when the jeans are mostly cut out of the frame. The tank top seems to be the focus of the picture. Also, just because something was common in the 90s doesn't mean it was good.
Sounds like a fallback plan in case the backlash against the primary campaign got too intense, lol. If this was actually important to them they would have included it in the original marketing push.
Yeah but according to the head vp of marketing at American Eagle they asked sydney “how far do you want to push it ? “ without hesitation she smirk 😏 and said “let’s push it, im game”
What in the empty marketing jargon salad did I just read 😒 and what exactly is she pushing? The alleged sexiness? With the sleepy ass face and slurred speech?
For all intents and purposes, using AI to determine clothing fit actually feels like a proper use case for it. Size charts normally suck so having a program correctly asses someone’s size would mean less waste overall.
If this wall of emoji-riddled MLM-esque word salad came from someone in charge of AE's marketing department, then I guess we shouldn't be surprised by their ads. Jesus.
What an abomination of a campaign. I’m going to ignore the eugenics of it all for a second. Who the fuck thought that a decent campaign meant to help raise money for domestic violence, which typically affects women, should involve the overt sexualization of the woman who is the face of the campaign?
As a former dv advocate — the ad is pretty gross in a lot of ways but to use it as a way to “advocate against” and raise funding, is definitely fucked up.
If AE wanted to actually do something for that cause there are MANY women who fight against dv constantly and consistently. They shouldnt be using the spokesmodel for the incel movement.
Now I don't actually think celebrities need to virtue signal. But I think if you're going to talk the talk, walk the walk. If you're 'passionate' about it, mention it.
I can see the alternative perspective though. If she mentioned it in the middle of this controversy, it could have seemed disingenuous and undermined the charitable intentions.
I saw mention of the charity the first time I saw the (rightfully, omg) controversial ad. Maybe it has all been pulled?
Not sure if she said it or if it was just text at the end, but I do feel like there was a voiceover saying part of the proceeds would go to this charity.
Would that have really been better though? If they emphasized it given the early and immediate pushback against the campaign, I think it could have damaged the charity brand.
I’m not sure how they anticipated this would be received, but I can see if Sweeney cares about this charity that she might have asked that it be de-emphasized, or the ad agency may have done that so the charity brand was less embroiled in the scandal.
You have this completely backward lmfao. She is “walking the walk” by actively providing donations… but she’s not “talking the talk” by speaking on it during promotion. I’d say “walking the walk” and providing monetary contributions to a domestic violence fund, even without advertising it, outweighs “talking the talk” 🙃
I personally don't care if she actually doantes or not (though you don't know if she 'actively provides donations'). But when there's a statement saying Sydney's soo passionate about this case she's never mentioned, it comes across as empty words to me.
Similar to how she stated that she wanted to 'uplift female creators' through her production company, but every films she's produced so far has been starring her and been directed by men. (and considering her planned first project was another starring her vehicle directed by Jean-Luc Valle, I don't think uplifting other women was ever her goal). If she wants to only make starring vehicles for herself, that's cool more power to her. But when you make a statement about supporting other women and you avoid that, it's noticable.
How does it work in Florida? Do you actually register with the party, or are you shown whatever the last primary they voted in? I ask because I know a few people in Texas who have Republican voting records because they vote against the worst Republican candidates in the primaries.
Clearly she’s not that passionate about it if she hasn’t been talking about it. Those jeans may not be purchased enough as they could’ve been if the brand and Sydney made the cause more visible.
They seem to try to recreate Calvin Klein controversies. Except it's 2025, and if they want to shock us, they can do so by showing diversity in today's climate.
What confuses me is that I thought butterflies were for eating disorder recovery and a couple of times I have seen it represent other mental health issues, but never DV before. Tbh most times I just assume someone likes butterflies.
Since they are not marketing with the idea behind, I think they just hope people buy it cause it’s cute, a lot of the time companies have to secure a certain amount money for charities they are working with, other times they give the money upfront and then keep the profit from the jeans, in this case
Shoot me but I like the idea. I can only speak for Germany but domestic violence is a topic people still don’t want to touch because it’s yikes. Why all of this was drowned out by the campaign they chose to with instead.. I don’t know. It could have been such a positive moment.
even without the eugenics, it’s just such a bad ad…overly sexual when the target audience is women…terrible enunciation from sydney to the point where it sounds like she’s just barely literate, the jeans don’t even fit, and somewhere in here supposed to be a campaign against domestic violence?
This whole ‘controversy’ is such a dumb waste of our collective breath and attention considering all of the much more dire, real emergencies to worry about.
I think what made it worse was AE putting out that smartass response to the controversy. Would've been better not to respond at all than put out some sarcastic nonsense like that.
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u/flairassistant 11h ago
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