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American Eagle and Opportunistic Marketing: What Are They Really Taking Advantage of?

This July, American Eagle launched its Fall 2025 campaign featuring a series of short video ads starring Sydney Sweeney under the tagline: “Sydney Sweeney Has Great Jeans, And Now You Can, Too!” The campaign’s primary 30-second ad has already garnered 4.3 million views on Youtube — part of a clear strategy to cement American Eagle’s status “as the #1 jeans brand for Gen Z.”

In a collection of reels and retro aesthetic edits set against a nostalgic backdrop of grainy footage, filtered soft light and analog tech, the campaign features Sweeney in soft, sexually suggestive positions. This includes the actress wiping grease on her back pockets after inspecting her Mustang engine, lying beside a German shepherd puppy on the floor while filming herself with a vintage camcorder, or posing in front of a retro film recorder, as if auditioning. It’s flirty, sultry and intentionally referential. The aesthetic leans heavily on a curated nostalgic oversexualized image of Americana and old Hollywood. In these cases. think denim, trucks, natural beauty, “girl next door” charm.

In her Dr. Squatch body wash ads, Sweeney presents her sexuality as transactional. She uses her body as a tool to capture attention in exchange for consumer engagement. That same performance carries over to the American Eagle campaign, but with a more overt and provocative edge. In one ad, she stands upright and states, “My body’s composition is determined by my genes” as the camera lingers on her cleavage before she coyly instructs the viewer to look up in a flirtatious deflection that underscores how the gaze is both invited and scolded. In the case of this ad the message is to reinforce a carefully crafted tension of nostalgia for an old Hollywood. Think Marlene Monroe, Anne Nicole Smith, or Jayne Mansfield.

The most controversial ad of the campaign, though, gestures to Calvin Klein’s infamous 1980 denim campaign featuring a then-15-year-old Brooke Shields. In the original commercial, Shields is filmed struggling to lift her jeans over her hips, as she lays on the ground reciting to the camera: “The secret of life lies hidden in the genetic code.”  

Fast forward to the American Eagle version, where Sweeny lies on the ground in a cropped denim jacket as the camera slides from her waist to her face. She seductively teases: “Genes are passed down from parent to offspring, often determining traits like hair color, personality, and even eye color. My genes (jeans) are blue.

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How Do You Console a Palestinian in Gaza Who Lost 30 Family Members in One Night?

Yusuf lost 30 family members overnight, killed in an Israeli bombardment of his neighbourhood in Gaza. “He’s not sure if his parents are alive. He won’t be able to meet you.”

This number — thirty — of Yusuf’s family, a Palestinian producer I networked with, clung to me. A man had just lost thirty family members in a single night. All of them disappeared in the blink of an eye. Are families even that big? Do I have thirty family members?

I raised my fingers and began to count. My parents, my siblings, my cat. My four aunts and their husbands. My cousins. I don’t have uncles, but I do have one grandmother left. Almost all my cousins are married now, so I added their partners. Some have kids — so more fingers folded. I counted the cats and dogs too. The realisation struck me: my family has over thirty members.

Suddenly, thirty wasn’t just a number. It was personal. It had shape and meaning. It was filled with faces, stories, memories and irreplaceable connections.

This disturbing ability to desensitise and normalise the abnormal — both within and beyond our global community — became chillingly apparent to me.

The never-ending imperial violence in the Middle East has not only devastated Palestine, but also shaped the Arab pysche, creating a dangerous sense of fatigue, helplessness, and silence. 

We have to acknowledge this violence for what it creates – a cycle of historical transgenerational trauma that leaves us debilitated. But what if in our acknowledgement, we can finally explore the decolonial means to reclaim our humanisation?

Since the Nakba, Palestinians have faced continuous displacement, dispossession, and massacres. Each time, we are told this destruction is ‘unprecedented,’ yet for us Arab spectators, it is a cruel, ongoing cycle: bombardment, ceasefire, reconstruction — only for it all to be reduced to rubble again.

Displacement, war, autocracy, corruption — all — shape a non-ending cycle of traumatisation and re-traumatisation, compounded by the daily struggles of immigration, health, education, and economic instability in the global Arab diaspora. No wonder we have become fatigued — not just from war, but from compassion itself.

Google ‘compassion fatigue,’ and you’ll find results mostly related to caregivers, healthcare workers, social workers, activists, and journalists. But what about an entire diaspora, collateral damage to decades of continued colonialism?

Middle East Melancholia

To exhaust one’s compassion and will to resist is not solely the result of relentless exposure to oppressions, news and trauma — it is also the stripping away of agency. It is the inability to see the light at the end of the tunnel, leaving nothing but defeatism, inferiority, fear, and humiliation. With the continuous bombardment of systematic psychological, collective, and intellectual violence, we have reached an impasse with a heightened sense of incapability to change the status quo.

Palestinians remain the world’s longest-standing refugee population. Gaza alone housed 1.6 million Palestinian refugees in its 2.4 million population — a population now entirely re-displaced while facing the looming threat of ethnic cleansing via forced dispossession under the Abraham Accords.

In his latest book, Melancholy Act: Defeat and Cultural Critique in the Arab World, academic Nouri Gana explains that the chronic exposure to the collusion of despotism, neocolonialism, and Zionism in the Arab world leads to ‘subjective impasses’ that are morphed by sentiments of shame, guilt, and fear.

This is seen in the crushing depoliticisation of Arab universities that used to be a hub of political activism – now gone silent. The unusual silence of the Arab world has even left Francesca Albanese flabbergasted, as lulled acedia found root in sporadic protests across the region, in contrast to the consistent and loud rumbles of student demonstrations in the West.

These impasses are even reflected in our words, in the way we discuss our region over dinner and casual conversations.

When I reached for my phone, hoping to send Yusuf a message of sympathy, I was struck by how miserably I failed. Every text I typed felt hollow and meaningless, so I deleted them all.

For two days, I remained silent, unable to find words that carried the weight of his loss.

I felt ashamed. Helpless. There is nothing I can say to make the situation better.

A psychological reality that psychology PhD researcher Nadine Hosny and a group of mental health experts at the University of Lausanne, Switzerland, are paying attention to — advocating for the dire need for an intersectional analysis of mental health and cultural post-traumatic stress disorders (CPTSD) in the MENA region and the Arab diaspora.

As I turned to my family and friends for guidance on how to provide support and on what words to lighten the weight of this loss, I became aware of how disappointing, indifferent, and almost insultingly defeatist language we have normalised.

“There’s not much you can do, but pray.” one family member said.

A friend suggested, “Offer your regular condolences. Palestinians have been through this for generations. It’s a reality they know well.”

Another said, “Thank God it’s just 30. I heard of a Palestinian who lost 50” as if grief could be quantified like some macabre competition.

Their responses echoed a sentiment I grew up hearing far too often — a melancholia that pervades discussions of collective suffering in the Arab and Muslim world.

The plight of the Uyghurs in Xinjiang. The displaced Rohingya Muslims. The starving children of Sudan and Yemen. The wars in Afghanistan and Iraq. The oppression in Kashmir. The growing Islamophobia permeates Western borders. Each tragedy met with the same refrain: conditioned, learnt helplessness.

How to Decolonise Healing

Dr. Samah Jabr, Head of the Mental Health Unit at the Palestinian Ministry of Health, explains that learned helplessness is a state in which individuals, overwhelmed by prolonged powerlessness, abandon the hope of changing an unjust reality.

But what if we decide to utilise our generational cycle of traumatisation and choose not to be immobilised by it? How would the re-humanisation of Arabs empower Palestinians and what would it look like?

Decolonial Martiniquais thinker and Frantz Fanon’s mentor, Aimé Césaire, long emphasised the importance of decolonisation through re-humanisation. This is not just a political revolution, but a psychologically and culturally necessary process in reclaiming selfhood.

Decolonial healing is no passive feat — it begins by transforming our melancholic vocabulary into roars.

It means rejecting the language that legitimises our oppression and refusing to refer to the inexplicably brutal deaths of our fellow Palestinians with indifference and apathy. It viscerally acknowledges that this violence is not normal and a state we should not get used to.

Yusuf’s family is just a drop of millions in the sea of Palestinian suffering, but what do we as fellow Arabs do to elevate that suffering? As we found out, the ceasefire is nothing but a breather for the Gazans. In time, the disposition, land theft, and apartheid policies will escalate. Will we continue to wallow in our victimhood, or will we fuel our collective resistance and revival?

Yusuf and I eventually reconnected. There was an unspoken understanding between us. We did not discuss his loss. Instead, we spoke with determination about future projects. Together, we decided to reclaim our agency and honour our ancestral historical trauma through our work.

So, what do you tell a Palestinian who lost thirty family members in one night?

I may never find the perfect words, but silence, I have come to realise, is the cruellest response of all.

*Yusuf is a pseudonym used to protect the person’s identity.

Image Credit: Benjamin Ashraf
Original Publication: 03/25 @TheNewArab

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