There’s been lots occurring in the sweetness and fashion world currently.
From American Eagle sharing mixed messages of their campaign with Sydney Sweeney to E.l.f. Cosmetics missing “the mark” with their Matt Rife ad, or Sephora responding to Huda Kattan’s anti-Israel remarks, there have been quite a number of controversies as of late. While it’s easy to wander off amid the tumult, Us Weekly is here to interrupt all of them down.
First was American Eagle, which featured Sweeney gushing about how great her genes are while promoting the label’s jeans. In a single clip, she also referenced Brooks Shields’ Eighties Calvin Klein ad, during which she discussed how genes are passed down “from parent to offspring.” Similar to Shields, she slipped right into a pair of pants and buttoned them up while lying down.
The ad sparked quick controversy, with many online claiming the ad sexualized the actress while promoting eugenics. American Eagle responded to the backlash, while Sweeney declined to publicly comment.
Keep scrolling to compensate for all of the controversy surrounding beauty and fashion brands as of late:
American Eagle
On July 23, the brand released a campaign withSweeney, during which she praised her “genes” together with the corporate’s jeans.
The sparked conversations surrounding eugenics after an extra campaign video during which Sweeney talked about inherited genes was released on July 28.
“Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue,” she said, referring to her pants and eye color.
Some accused the ad of “promoting eugenics.”
Sweeney also referenced Shields’ Eighties Calvin Klein, during which the actress, who was 15 on the time, slipped into her pants while lying on the ground and likewise talked about genetics.
American Eagle responded to the backlash on August 1.
Huda Beauty founder Huda Kattan has addressed her controversial comments regarding the continuing Israel-Palestinian conflict. “It’s no secret that I even have been speaking out about Palestine for quite a while, and that happened from me learning in regards to the Palestinian cause, feeling really frustrated seeing a lot injustice happening to the people of Palestine,” Kattan, 41, […]
“‘Sydney Sweeney Has Great Jeans’ is and at all times was in regards to the jeans,” a press release shared via social media read. “Her jeans. Her story. We’ll proceed to rejoice how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
Sweeney declined to comment on the ad while chatting with WSJ. in August.
So as to add one other level of lore to the campaign, Rife defended Sweeney’s campaign via X on August 22.
“I keep seeing people mad at Sydney Sweeney for noooothing,” he wrote. She’s learning that the web is stuffed with absolute garbage losers who will twist anything you say right into a c***y misinterpretation. Persons are awful.”
E.l.f. Cosmetics
On August 11, the sweetness brand featured Rife of their faux legal ad where they promoted their inexpensive products. Some people were upset to see the comedian of their ad after he made a joke about domestic violence in a 2023 Netflix special.
The brand responded to social media users’ concerns on August 13 via Instagram.
“ us, we’re at all times listening, and we’ve heard you. This campaign aimed to humorously highlight beauty injustice. We understand we missed the mark with people we care about in our e.l.f. Community, the statement read partially. While e.l.f.ino & Schmarnes closes today, we’ll proceed to make the case against overpriced beauty. ❤️.”
Rife initially shared a mock apology to his fanbase in November 2023, writing via his Instagram Story, “If you happen to’ve ever been offended by a joke I’ve told, here’s a link to my official apology. Tap to resolve the problem.” When people clicked the link, they were taken to a web site that sells helmets for people with special needs. He again addressed his comments while doing a standup act in May 2024, sharing, “Guys, I’m kidding. Domestic violence isn’t funny, ever, ever, on any comedy special ever.”
Huda Beauty
Kattan, the brand’s founder, was under fire earlier this month after she made anti-Israel comments.
“The entire conspiracy theories coming out and plenty of evidence behind them — that Israel has been behind World War I, World War II, September 11, October 7 — they allowed all of these things to occur. Is that this crazy?” she said in a since-deleted TikTok, per CNN. “Like, I had a sense — I used to be like, ‘Are they behind every world war?’ Yes.” (The State of Israel was not established until May 1948, after each World Wars had concluded.)
Sephora confirmed to Us Weekly that the corporate was looking into removing Huda Beauty products from their shelves on August 7.
“Sephora is driven by its mission to create a welcoming and inclusive shopping experience for all. We recognize that comments from one in every of our brand partners have raised concerns and need to be clear: promoting hate, harassment, or misinformation doesn’t align with our values or code of conduct,” the corporate stated. “We take this matter very seriously and might confirm we’re actively reviewing this issue internally, including working with the brand.”
Kattan responded to the backlash on August 8, sharing via TikTok, “It’s no secret that I even have been speaking out about Palestine for quite a while, and that happened from me learning in regards to the Palestinian cause, feeling really frustrated seeing a lot injustice happening to the people of Palestine.”
Huda Kattan is currently facing backlash for sharing a controversial, antisemitic theory that claims Israel is answerable for wars and terrorist attacks. In July, the Huda Beauty founder repeated false claims that Israel was allegedly was “behind” World War 1, World War II, the September 11 terrorist attacks and Hamas’ attack on Israel on October […]
She added, “Things that I don’t see how might be justified. As things escalated and the more that I learned, I’ve at all times tried to make use of my voice I’m just so bored with seeing children starve, people maimed, living in tents and being bombed while living in tents while they’re just attempting to survive the already excruciating and inhabitable conditions that they’re living in. So as to silence you from speaking out, to silence me, they do what they at all times do. They twist your words, label you an antisemite, and, immediately, I’m experiencing all of that.”
She added that she felt her message was “twisted so badly,” sharing, “I used to be so upset in that, essentially, I used to be not recognizing the Holocaust, or I used to be principally saying that Jews created the Holocaust. [It] was such a weird thing to even say. Why would I say that? It doesn’t even make sense.”
On August 25, Sephora reportedly removed Huda Beauty from its upcoming fall “Experts” campaign.