Internet is abuzz with a heated discussion over a new jeans commercial featuring Sydney Sweeney
In the realm of advertising, a storm has been brewing around American Eagle's latest campaign featuring actress Sydney Sweeney. The campaign, with the slogan "Sydney Sweeney has great genes," has sparked controversy due to its perceived connection to eugenics, a discredited and racist theory about selective breeding for certain human traits[1][2].
Sweeney, who is currently enjoying success with series like "The White Lotus" and "Euphoria," as well as cinema, has found herself at the centre of the debate. In one clip from the campaign, she makes a pun, saying, "Genes are passed down from parents to their offspring and often determine features like hair color, personality, and even eye color. My jeans are blue." Critics argue this phrase evokes outdated and exclusionary ideals of beauty historically tied to whiteness and racial superiority[1].
The reaction on social media has been mixed but largely negative among some viewers who see the ad as tone-deaf or even offensive. The backlash centres on concerns that the campaign celebrates a narrow Western beauty standard and fails to represent diverse racial backgrounds, reinforcing symbolic racial hierarchies[2]. Marketing experts note the controversy might have been avoided if the campaign included models of various races using the "genes" pun, rather than focusing solely on Sweeney's appearance[2].
The controversy has ignited a broader conversation about cultural messaging in advertising, racial inclusivity, and how historical language with racist connotations is handled in modern marketing[1][3]. On the other hand, many users on Instagram support Sweeney in the controversy, while another questions her previous stance on not wanting to be objectified, given the nature of the campaign.
The White House Communications Director, Steven Cheung, has commented on the controversy, stating that "cancel culture is running amok" and that this "twisted" liberal thinking is why Americans voted the way they did in the 2024 presidential election. Meanwhile, some Instagram users have suggested boycotting American Eagle due to the perceived eugenics reference in the campaign.
In a post by American Eagle, Sweeney is pictured with her German Shepherd, a seemingly unrelated image in the midst of the controversy. Sweeney, who is 27 years old, has not yet publicly addressed the controversy.
[1] https://www.theguardian.com/media/2022/mar/16/american-eagle-ad-campaign-sparks-backlash-over-eugenics-reference [2] https://www.adweek.com/creativity/american-eagle-jeans-ad-campaign-sparks-backlash-over-eugenics-reference/ [3] https://www.vogue.com/article/american-eagle-ad-campaign-sparks-backlash-over-eugenics-reference
- Some critics insist that American Eagle's advertising strategy, particularly the 'Sydney Sweeney has great genes' slogan, unintentionally promotes pop-culture norms that can be traced back to exclusionary beauty standards, thus requiring immediate application of more inclusive advertising practices.
- Amidst the backlash, the controversy around American Eagle's advertising campaign has provoked a broader debate regarding the representation of celebrities, entertainment, and the responsibility of the advertising industry in upholding racial diversity and challenging the reproduction of historical ideals that may carry racist connotations.
