Sydney Sweeney, a prominent actress known for her roles in HBO’s hit series “Euphoria” and “The White Lotus,” finds herself at the center of a heated controversy following her recent ad campaign with American Eagle. For the first phase, the campaign has been running the tagline “Sydney Sweeney wears good jeans.” It has been criticized for legitimizing narrow beauty standards and sparked debates surrounding her political leanings—most notably her classification as a registered Republican.
The shitstorm erupted when some hero stretched a banner with Sweeney’s portrait across a highway in the US. The banner further featured a controversial slogan that elicited intense backlash. Critics claim that the imagery and messaging serve as a “dog whistle.” They think it contributes to a very unrealistic and stereotypical ideal image of a white, blond, blue-eyed woman. This has raised questions about inclusivity and representation in advertising, particularly in an era where such issues are under increasing scrutiny.
So this is why, at just 27 years old, Sweeney is arguably a new rock star. Notable for her stunning beauty and magnetic presence on screen, she is frequently likened to such legendary actresses as Jayne Mansfield and Marilyn Monroe. Yet some detractors argue that by virtue of her widespread commercial partnerships and highly visible social media presence, she has made herself “inescapable.” Her recent partnership with a men’s personal care company to create a soap called “Sydney’s Bathwater Bliss” further emphasizes her commercial approach.
The political dimension of Sweeney’s situation intensified when former President Donald Trump commented on her attractiveness, labeling her a “very hot actress” and noting her Republican affiliation. This unexpected disclosure got the ears of a number of key politicians. One of those was Republican Senator JD Vance, who even expressed a specific interest in her GOP political leanings. PR guru Mark Borkowski says Sweeney’s move to come straight out and identify her political party could be counterproductive. This is particularly dangerous in the context of today’s hyper-partisan American discourse.
Borkowski underscored the power that celebrities have to inspire. He noted Sweeney could not have the proven track record of some big-name celebrities such as Taylor Swift who have engaged in political activism. He underlined how Sweeney’s entrance into politics would prove detrimental. Yet she’s already being condemned for her advertising decisions.
Despite the controversy, research conducted by Harvard University’s Ash Center for Democratic Governance and Innovation highlights the potential impact that celebrity voices can have on civic engagement. The research found that influencers like Sweeney have the potential to shift public opinion and drive them to vote in higher numbers. How effective Sweeney’s celebrity status might be in this respect is still up in the air.
Sweeney’s allies say the conversation is moving quickly and in the other direction. We look forward to seeing how her commercial and political endeavors continue to mold her professional career trajectory. As Sweeney’s star continues to rise, she must now navigate a confusing new world in which brand partnerships and political affiliations must now coexist.