Why the world is obsessed with white women
From our UK edition
Until a couple of weeks ago, the clothing company American Eagle was mainly known as a kind of low-rent Levi's. Founded in 1977, headquartered in Pennsylvania, the firm – specialising in denim, casualwear and kids’ clothes – has quietly expanded into Europe, and beyond, without ever generating much excitement. Let alone a worldwide culture war. Why has much of the world desired paler, whiter women? All that changed in July, when the company launched a new ad campaign featuring the petite, sassy, curvaceously ubiquitous actress Sydney Sweeney – very much This Year’s Blonde – draping her desirable shape in the company’s clothes. Several ads have been made, they all feature variations on the line ‘Sydney Sweeney has great jeans.’ A clear pun on genes.