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A Return to the Male Gaze

Farewell to Diversity and Empowerment in the Summer of 2025

By Jazmin Agudelo for Ruta Pantera on 11/21/2025 1:55:50 PM

The male gaze, a term coined by film critic Laura Mulvey in 1975 to describe how media portrays women primarily to satisfy heterosexual male desire, seemed to be waning in recent years. However, this summer of 2025, it has made a forceful comeback, evident in advertising campaigns that prioritize visual allure over diversity and empowerment. A prime example is the controversial campaign by American Eagle, whose sister brand, Aerie, is known for promoting women’s underwear with images celebrating stretch marks, cellulite, and a range of body sizes. Launched in July, the recent campaign markets jeans to women featuring actress Sydney Sweeney, widely regarded as a sex symbol by many, implying that the clothing would make them more attractive. This strategy has not only sparked heated debates on social media but also reflects a broader cultural shift toward representations that objectify the female body, raising questions about progress in gender equity.
To understand the impact of this campaign, it’s essential to revisit the concept of the "male gaze." According to marketing and gender studies experts, it refers to a mode of representation where women are depicted as passive objects for the visual pleasure of heterosexual men, reducing their value to physical appearance (Zayer, cited in CNN, 2025). Originating in film analysis, this concept has extended to advertising, where women are often shown in suggestive poses, with cameras lingering on their bodies, prioritizing male desire over autonomous narratives. Historically, there have been cycles of progress and regression: after milestones like women’s suffrage in the 1920s, fashion shifted from the liberating flapper styles to fitted silhouettes in the 1930s; similarly, post-World War II, women were pushed back into idealized housewife roles in the 1950s (Sredl, cited in CNN, 2025). In the post-#MeToo era, brands like Aerie led a movement toward body positivity, showcasing models of diverse sizes and ethnicities without digital retouching, celebrating real imperfections. This approach not only promoted inclusivity but also responded to consumer demands for rejecting unrealistic standards. However, the "Sydney Sweeney Has Great Jeans" campaign marks a sharp departure. Launched on July 23, 2025, it plays on a pun between "genes" and "jeans," with Sweeney narrating in a video: "Genes are passed down from parent to child, often determining traits like hair color, personality, and even eye color. My jeans are blue" (NPR, 2025). The visuals feature the actress in seductive poses, with the camera focusing on her chest and figure, suggesting that the jeans enhance sexual appeal. While a portion of the proceeds supports Crisis Text Line to raise awareness about domestic violence—a personal cause for Sweeney—critics argue this clashes with the hypersexualized tone, which seems designed to cater to the male gaze rather than empower women.

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