Campaign with pun and focus on the neckline generates negative repercussion for Sydney Sweeney

A jeans designer campaign has caused a great negative repercussion, especially for the star of the play, actress Sydney Sweeney, 27.

In the content, available in both the brand’s and the American artist profile, the store focuses on her neckline. One of the campaign videos suggests that Sydney has “good genes”, a pun for “good jeans”. In English both words have similar sounds.

A lot of people have been to the American Eagle brand page and the actress to criticize, especially because the company promotes the new product line, created in partnership with Sweeney, to raise awareness about domestic violence and raise funds for the victims. There are those who see scenes as very sensual and disproportionate.

“Launching jeans with the proposal to combat domestic violence and then making the campaign video revolves completely around a woman’s breasts is the most absurd and disgusting marketing decision,” one follower said. “Extremely insensitive and revolting,” said another.

“It looks more like an ad for men than for women,” complained a profile on Instagram. There were also those who pointed out a supposed racism, especially after in one of the videos the actress scratches the word “genes” of a sentence and replacing with “jeans”. “Sydney has great jeans” (“Sydney has great jeans (genes).

“In addition, blond hair and blue eyes being presented as ‘great genes’ in the midst of all this is a bad choice,” wrote one follower on Instagram.

But not even the threat of boycott of the brand causes fear in the company. According to Exame, the company’s shares rose 20%, which resulted in an appreciation of about US $ 400 million in the company’s market value.