Sydney Sweeney stars in a new announcement of jeans. And for some it is the end of the “era woke”

The campaign that Sydney Sweeney has starred for American Eagle He has raised an opinion polcareda in the United States, with accusations of racism and even Eugenics Defense that are rarely made to clothing marks. On the surface, criticisms accompanied by the moment of special sensitivity in the country; If we deepen a little more, an authentic thermometer of the Anti-Woke wave that deployed throughout the state since Donald Trump won the elections.

American Woman. That Sweeney star in a campaign for American Eagle has nothing strange: one of the actresses with a more canonical beauty of the current Star System Hollywood Juvenile at the service of a purely American jeans brand. The ads have an erotic and fashionable point, almost Vintage In his shameless contemplation of Sweeney’s physicist, and at the same time self -conscious, to parodic of pure topic (checking the engine of a typical American car, recording with a video camera, I made a casting …)

Good genes. The problematic is the slogan: “Sydney Sweeney Has Great Jeans”, an intraductible misunderstanding set between genes and jeansthat in English they pronounce the same. In one of the clips The misunderstanding comes to make explicit, and the protests have happened. Articles like this room They speak of commentators strange that it is precisely a blonde, white and blue -eyed woman, which is described as’ good genes. “It is a speech that many find, as the article details, uncomfortably similar to the discourse on The “upper race” of the Nazissince “good genes” is a message that has traditionally wielded ideology groups related to eugenics.

Eugenics Today. The eugenic movement in the United States was An important social and scientific phenomenonmainly active from the end of the 19th century until the mid -twentieth century, and aimed Improve “genetic quality” of the population through selective breeding and reproduction control. It was greatly fed by beliefs in biological determinism and The racial hierarchy And he frequently pointed to groups considered “not suitable”, as poor, disabled, certain racial and immigrant minorities of the southern and east of Europe.

Today, the movement does not exist in an organized way, but has experienced resurgence Thanks to certain political and social groups auged by Trump’s conservative ideas: beliefs in “genetic purity”, opposition to diversity efforts and hard migratory positions framed in statements pseudo-biological about “bad genes.” Even today laws persist in the country based on eugenic principles, such as norms for “usual criminals” or The laws of three crimes.

Ozempic Empire. Some observers They also point to Ozempic consumptionwho has grown up significantly in the United States. The medicine has become a social phenomenonwith a boom auged by Influencers and pressure on social networks that encourage its use to lose weight. This has done that The movement Body Positivity that claimed diverse bodies and not adjusted to traditional canons of beauty has entered into decline: in front of a new cult of thinness and an “era of self-injection.” In Tiktok, this Return to the ideal of very thin bodies Similar to 2000, disguised as inclusion and self -acceptance, it already has a name: “Skinnytok”.

Woke decays. All this panorama (claim of canonical bodies, toying accusation with defiantly ultra -right -wing root ideas, the theoretical undercover racism) is under the umbrella A broader and more complex phenomenon: The recent wave that groups politicians, influencers, podcasters and Leaders of the technological sector that They oppose the policies and speeches associated with the “woke ideology”. For example, an icon of this movement, the governor of Florida, Ron Desantis, has promoted laws to combat the teaching of the critical theory of the race, which enters with the theories we have seen above.

Antiwake wave critics denounce that, disguised as Fight for Freedom of Expression (which is undoubtedly what allows American Eagle to launch campaigns like this), this rhetoric serves to preserve white and conservative power structures, attacking narratives that promote racial and social justice. That is, very in line with criticism of this new campaign starring Sidney Sweeney.

Header | American Eagle

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