Sydney Sweeney is experiencing significant backlash following her latest campaign with American Eagle, which has sparked discussions about race, marketing, and accountability. The 27-year-old actress, known for her role in *Euphoria*, became the face of American Eagle’s fall denim campaign, featuring the tagline, “Sydney Sweeney has great jeans” — a play on the phrase “great genes.”

A viral video showcases Sweeney in front of a poster where “genes” is crossed out and replaced with “jeans.” In another clip, she discusses genetic traits while highlighting her blue eyes. While the intention behind the campaign was playful, accusations of promoting racial undertones, eugenics, and white supremacy emerged on social media, largely due to the emphasis on genetics alongside Sweeney’s appearance.

As of the morning of July 29, 2025, neither Sweeney nor American Eagle has publicly addressed the controversy, a silence that has generated further criticism. Crisis public relations expert Eric Schiffer provided insight on the implications of this non-response, calling it “a toxic time-bomb” that could alienate shoppers who feel offended by the campaign. He noted that the silence could be interpreted as a sign of privilege, allowing critics to seize on the opportunity to amplify their concerns.

Sweeney, originally from Spokane, Washington, has previously navigated controversies successfully. Alexandria Hurley, a publicist based in Las Vegas, speculated that the ad’s provocative nature was intentional. She stated, “This is a calculated brand evolution,” suggesting that the campaign was designed to generate attention rather than simply mismanaged.

The campaign remains active on American Eagle’s website, which promotes Sweeney’s “girl next door charm” and “main character energy.” Yet, observers argue that charm alone is insufficient to address the growing public relations issue. Hurley emphasized that the tagline was “deliberately” provocative and that the racial undertones were clear.

Jonathon Narvey, CEO of Mind Meld PR Inc., suggested that American Eagle might have anticipated the controversy. He commented on how such media buzz can sometimes be a strategic element of marketing campaigns, even if the ad itself was not inherently controversial.

In light of the backlash, Christina Kroll, founder of Kroll PR, pointed out the importance of understanding cultural context and nuance in today’s media landscape. She noted that campaigns require the insight of seasoned professionals to navigate potential pitfalls effectively.

Grayce McCormick, a crisis communications strategist, emphasized the need for a direct acknowledgment from Sweeney. According to McCormick, doing so would humanize her and demonstrate accountability to her diverse audience. Meanwhile, Toni Ferrara, CEO of Ferrara Media, argued that not every controversy warrants a public apology, suggesting that Sweeney’s silence might be a strategic choice.

Publicist Alexandria Hammond highlighted the shared responsibility between Sweeney and American Eagle. She stated, “This situation is 75% American Eagle’s responsibility and 25% Sydney Sweeney’s,” stressing the need for diverse voices in decision-making positions within major brands.

As the conversation around this campaign continues to evolve, publicist Sarah Anne Schmidt advised that the response timing is crucial. She noted, “Silence creates a vacuum,” and emphasized the importance of a timely, empathetic response from Sweeney.

The unfolding controversy presents a critical moment for both Sweeney and American Eagle as they navigate the complexities of cultural sensitivity in marketing. How Sweeney chooses to respond, if at all, will be closely scrutinized as the public debate around the campaign continues.

Kylie Bax, the iconic model and actress, recently shared a glimpse into her life at the age of 50. Once a prominent figure in the fashion industry during the 1990s, she captivated audiences with her appearances in Playboy and the Sports Illustrated Swimsuit Edition. Bax is now using social media to reflect on her remarkable career and personal milestones.

Born in Thames, New Zealand, Bax grew up on a horse-breeding farm before transitioning into the modeling world. Her journey began when she won a teen beauty contest that caught the attention of a modeling agent, propelling her to New York City in pursuit of supermodel status. Under the mentorship of renowned photographer Steven Meisel, her career quickly flourished.

A Diverse Modeling Portfolio

Bax’s modeling career includes collaborations with esteemed photographers like Karl Lagerfeld and Richard Avedon. She graced over twenty covers of Vogue across various countries, showcasing her versatility and appeal. In 2000, she made a notable appearance in the annual Sports Illustrated Swimsuit Issue, solidifying her status as a sought-after model.

Throughout her career, Bax participated in numerous advertising campaigns for major brands including Louis Vuitton, Giorgio Armani, and Valentino. Her runway experience extended to prestigious fashion houses such as Chanel, Christian Dior, and Gucci, further demonstrating her influence in the fashion industry.

Acting Ventures and Personal Life

In addition to modeling, Bax ventured into acting, appearing in films like Get Over It (2001) and Tennis, Anyone…? (2005). Her personal life also drew significant media attention, particularly her high-profile relationships. In 1995, she dated businessman Donald Trump, and later had a relationship with model Marcus Schenkenberg from 1999 to 2000.

Recently, Bax made headlines by posting on Instagram, showcasing her nostalgic connection to her modeling past. In one of her posts, she held up an old Vogue magazine cover, captioning it, “Flipping the pages of Vogue and taking a wonderful walk back in time when fashion was art & models were an art form.”

Today, Bax describes herself as a “Model, Mom, Entrepreneur,” reflecting on her journey while celebrating both past and present moments. Her recent posts resonate with followers, as she shares the joy of revisiting her modeling days and the evolution of her career.

As Kylie Bax continues to engage with her audience on social media, she remains a notable figure in both the fashion and entertainment industries, demonstrating the lasting impact of her work and the memories she cherishes.

When Michelle Tolley received a prestigious award at the Daily Mirror’s Pride of Britain Awards, she felt an overwhelming sense of achievement. The 60-year-old campaigner, known for her tireless efforts advocating for over 30,000 individuals infected with HIV and Hepatitis C due to the Infected Blood Scandal, was in for an additional surprise. Alongside fellow advocates Andrew Evans and Jason Evans, she was awarded a Special Recognition Award and a holiday cruise from P&O Cruises.

“It was a moment I will never forget,” Michelle recalled. Initially, she believed the cruise was awarded solely to midwife Agnes Nisbett, who was also recognized that evening. “I was thrilled for her, but then they announced that all of us had won a cruise!”

Michelle’s journey has been marked by decades of health struggles and relentless campaigning. After being infected with Hepatitis C through a blood transfusion following the birth of her first child in 1987, she faced 28 years of fatigue and illness, often dismissed by medical professionals. It was not until a year after her diagnosis that she began treatment.

“I was so angry. I told my husband, Dean, that I needed to channel this anger into something positive,” she said. Michelle went on to manage a support group for fellow patients, partner with the Hepatitis C Trust, and present at the official government inquiry on the scandal.

The couple had not traveled abroad since their wedding in 1984. “I told Dean, I would either go alone or he would have to join me,” Michelle laughed. They booked a cruise to the Canary Islands, which coincided with their upcoming 40th wedding anniversary. “I mentioned to P&O that we might want to renew our vows, and they called back to say they had arranged it for us,” she explained.

Onboard the ship Ventura, Michelle and Dean were treated to a beautiful bouquet of flowers, a framed photo of their ceremony, and special dining experiences. Michelle’s previous cruise experience was limited to a journey she took at the age of nine in 1976. The grandeur of the ship left her in awe.

“The sight of the ship was mind-blowing,” she described. “It felt like Christmas day with all your presents. I had this childish urge to squeal. I just couldn’t believe it.”

During their time at sea, the couple took full advantage of the amenities, relishing gourmet meals, enjoying the cinema and theatre, and exploring the islands of Madeira and the Canary Islands. “At our first stop in Madeira, I was amazed to see so many banana trees. Instead of just wandering, I decided to hire a taxi for a tour, and our driver Manuel offered us a fantastic deal,” she recounted.

The experience was so enjoyable that by the end of the cruise, they immediately booked another trip. They are now looking forward to a Mediterranean cruise, a winter escape to the Caribbean, and an ambitious 108-day round-the-world cruise with P&O Cruises planned for 2027.

After years of dedicated campaigning, Michelle is embracing this exciting new chapter in her life. “If you’ve never been on a cruise, I highly recommend it,” she stated. “The facilities are fantastic, the staff are incredibly welcoming, and the value is exceptional for everything you receive.”

To learn more about booking a holiday with P&O Cruises, visit pocruises.com.

Hollyoaks is set to deliver a series of dramatic twists in the coming week, as key characters confront their complex pasts and face unexpected consequences. Central to the unfolding events is Jez Blake, portrayed by Jeremy Sheffield, whose hidden history takes center stage, impacting multiple characters and turning family dynamics upside down.

In the upcoming episodes, Liberty Savage (played by Jessamy Stoddart) discovers a romantic proposal from Jez inviting her to participate in the flower show, Hollyoaks in Bloom. This revelation occurs during a family dinner that is interrupted by a distressed John Paul McQueen (played by James Sutton). His discomfort arises from Jez’s recent actions, prompting him to leave the gathering after Ste Hay (played by Kieron Richardson) takes his drink away. According to reports from the Mirror, the Blakes are divided as the situation escalates, with Cleo McQueen (played by Nadine Mulkerrin) urging Sienna Blake (played by Anna Passey) to support her family despite the tensions.

Jez, keen on personal growth for Sienna’s sake, makes the surprising decision to release Robbie Roscoe (played by Charlie Wernham) from his past grievances, allowing him to pursue happiness with Vicky Grant (played by Anya Lawrence). Meanwhile, Sienna seeks answers regarding a troubling DNA connection involving Dilly Harcourt (played by Emma Johnsey-Smith). Dilly’s tragic murder by Jez, intended to protect Sienna from exposure related to Ethan Williams’ (played by Matthew James-Bailey) death, adds a dark layer to the narrative.

The cover-up, which involved misleading other characters about Dilly’s disappearance, continues to haunt Sienna as she finds herself drawn deeper into the family’s troubled history.

New Arrests and Confrontations Unfold

In a parallel storyline, Rex Gallagher (played by Jonny Labey) alters his previous statements, implicating Clare Devine (played by Gemma Bissix) and DI Banks (played by Drew Cain) in a larger conspiracy. The investigation tightens around Grace Black (played by Tamara Wall), who finds herself under scrutiny as undercover officers monitor her flat. As the tension mounts, Donny Clark (played by Louis Emerick) and Dodger Savage (played by Danny Mac) remain in hiding nearby.

Clare’s chance encounter with an undercover officer prompts her to alert Grace, leading to their eventual arrest. The stakes rise as Tom Cunningham (played by Ellis Hollos) informs Froggy Black (played by John Middleton) about the developments, setting the stage for a tense confrontation between Clare and Froggy.

As these intertwined storylines unfold, fans of Hollyoaks can expect an engaging week filled with drama and unexpected turns. The series airs Monday to Wednesday on E4 at 19:00, with episodes available for streaming on Channel 4 from 07:00.