From the genetic controversy to the ring: The reboot of Sydney Sweeney
It seems like just yesterday we were all arguing on Twitter (yes, we still call it Twitter, fight me) about the American Eagle campaign that made us question everything we learned in high school biology class. But the queen of the moment, Sydney Sweeney, has decided that that chapter is filed in the ‘things I don’t want to talk about’ folder, like that embarrassing tweet you posted in 2012.
The Toronto International Film Festival (TIFF for the cute ones) kicked off with all the energy of a group chat full of notifications, and Sydney, our girl of the moment, was there to present her new film, “Christy“. The jeans issue? Canceled, like that blind date that promised and didn’t keep. In an interview with Vanity Fair, the actress was clearer than a WhatsApp audio: “I’m there to support my film and the people who made it possible. I’m not there to talk about jeans.” Final point. And here we are, thinking that jeans were his new personality.
Christy: More than a blow, an uppercut to stereotypes
The film, directed by David Michôd, narrates the life of Christy Martin, a legend of women’s boxing who went from standing out in college basketball to becoming a pioneer in the ring. Under the tutelage of her coach and husband, Jim Martin (played by the always intense Ben Foster), Christy made her way in a world dominated by men, facing challenges that would make any of us go into airplane mode.
The film, which will be released in the United States on September 7 (its arrival in Mexico has not yet been confirmed, let’s keep our fingers crossed), promises to be an intense journey that explores not only the fights in the ring, but also the personal and social battles that defined his career. Come on, it’s the kind of biopic that leaves you wanting to take on the world, or at least tidy up your room.
The controversy that had us talking about genes (and jeans)
Let’s go back a little, because last summer was a mood. American Eagle launched a campaign with Sydney that, in theory, was a clever play on words: “She’s got good jeans.” The problem? The execution was clumsier than dancing salsa after three coffees. In the ad, Sydney appears reclining on a couch buttoning a pair of jeans while delivering a monologue that sounded as if it had been written by a robot who had only read the introduction to a genetics book: “Genes are passed from parents to children, often determining characteristics such as hair color, personality, and even eye color. My genes are blue.” Then a male voice adds: “Sydney Sweeney has good jeans.”
Social networks, as is their custom, became a battlefield. Accusations of racism and eugenics rained down like memes on a trending topic. People were so confused that they didn’t know whether they should buy jeans or sign up for a master’s degree in molecular biology. It was the drama of the summer, right after the breakup of that couple of influencers that no one knew but about which everyone had an opinion.
Side B: When controversy sells (and a lot)
Here comes the plot twist: while we were debating on our Instagram stories whether the campaign was problematic or simply ridiculous, American Eagle shares rose 25% on the stock market. Yes, you read that right. Twenty-five percent. Wall Street was happier than we were when we found a new series to binge on in one weekend.
The campaign, which also included Travis Kelce (yes, Taylor Swift’s boyfriend, because in marketing everything is connected), was a resounding commercial success. Chief Marketing Officer Craig Brommers summed it up perfectly in his call with analysts: “Sydney Sweeney sells great jeans.” And boy did he do it. All of the line’s products associated with the actress sold out in less than a week, proving once again that in the age of attention, any publicity is good publicity… as long as the stock goes up.
So here we are, at TIFF, with Sydney Sweeney reinventing herself once again. From the genetic controversy to her transformation into a legendary boxer, her ability to stay in the eye of the storm is as admirable as it is enviable. And while she dodges questions about jeans as if they were punches in the ring, we’re still here, waiting for her next move.
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