Last week, clothing brand American Eagle released a series of short clips and images featuring “Euphoria” and “White Lotus” star Sydney Sweeney. They’re part of a new jeans marketing campaign – where proceeds from the sale of “The Sydney Jeans” are donated to a domestic abuse crisis hotline. 

But the provocative nature of the campaign and the messaging of the ads have come under scrutiny. Some critics call Sweeney’s collaboration with clothing retailer American Eagle an anti-feminist, pro-eugenics campaign, while others celebrate a seeming shift from DEI-focused marketing.   

Colby Itkowitz speaks with The Washington Post’s fashion critic, Rachel Tashjian, and Style Memo newsletter writer Shane O’Neill about the controversy, the long history of selling fashion through provocative imagery, and why we can’t stop talking about Sydney Sweeney’s jeans.

Today’s show was produced by Thomas Lu. It was edited by Reena Flores and mixed by Sean Carter. 

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