What Sydney Sweeney’s American Eagle ad reveals about beauty standards and cultural expectations

UD fashion expert can unpack the cultural reaction to viral ad

Jul 29, 2025

1 min

Jaehee Jung

Sydney Sweeney’s latest American Eagle campaign is doing more than selling denim – it’s stirring up a heated cultural conversation.


Jaehee Jung, professor of fashion and apparel studies at the University of Delaware, can discuss the ways in which this reaction says a lot about where we are as a society. A leading expert on fashion, body image and consumer behavior, Jung studies how the fashion industry shapes – and is shaped by – our expectations of beauty, identity and representation.


The ad in question features Sweeney in relaxed, casual pieces aligned with American Eagle’s classic aesthetic. But online reaction has been anything but chill. While many fans praised the actress’s style and confidence, others criticized the campaign for promoting unrealistic beauty standards and lacking diverse representation. Some even called it “pro-eugenics” – an extreme accusation that points to just how charged the conversation has become.


With a background in both psychological and cultural aspects of fashion, Jung is available to discuss why this campaign struck such a nerve — and what it means for the future of women’s fashion and branding.


To speak with Professor Jung, visit her ExpertFile profile or contact mediarelations@udel.edu.

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Jaehee Jung

Jaehee Jung

Professor, Fashion and Apparel Studies

Prof. Jung examines the psychology of clothing and consumer behavior across cultures.

Consumer BehaviorBeauty StandardsFashion StudiesFashionLuxury Brands
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