Why is Sydney Sweeney's American Eagle ad sparking outrage?

The Viral Backlash Against Sydney Sweeney’s American Eagle Campaign

Sydney Sweeney, known for her role in the film Anyone But You, has found herself at the center of a major controversy following a new campaign with American Eagle. The campaign, titled "Sydney Sweeney Has Great Jeans," has sparked widespread backlash online, with critics accusing the brand of promoting harmful ideologies.

The campaign plays on the phrase "great genes" by substituting it with "great jeans." However, this simple wordplay has been interpreted as something far more troubling. Many viewers believe that the ads are subtly reinforcing ideas related to eugenics, which historically supported white genetic superiority and led to the forced sterilization of marginalized groups. This interpretation has caused significant concern, especially during a time when discussions around race and identity are highly sensitive.

What's in the Ads?

American Eagle released several videos for the campaign, featuring Sweeney in various settings. In one ad, she is shown changing a poster from "Sydney Sweeney has great genes" to "Sydney Sweeney has great jeans." Another ad features Sweeney reclining on a couch while fastening her pants and saying, "Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My genes are blue." A male narrator then adds, "Sydney Sweeney has great jeans."

This particular ad has drawn the most criticism. It has since been removed from American Eagle’s official accounts, but its presence on a billboard in Times Square makes it impossible to ignore.

Why Is This Controversial?

Critics argue that the campaign is not just playful, but rather tone-deaf and historically problematic. The use of a white, blonde, blue-eyed woman to discuss "good genes" has raised concerns about the normalization of exclusionary beliefs. Content creators on platforms like TikTok have shared their thoughts, with many calling out the brand for promoting messages tied to eugenics and white supremacy.

One user, saltlacroix, who works in advertising, described the campaign as part of a broader trend labeled "BEIGE: Boring and Engineered to Identify with Gentrification and Eugenics." Another user, jessbritvich, noted that the campaign seems particularly pointed during a period of rising fascism in America. She added that the language used in the ads echoes white purity politics, which have deep cultural significance.

Robin Landa, an advertising expert and professor, told Newsweek that the campaign is "historically loaded" and that careless wordplay in advertising can normalize exclusionary beliefs. She emphasized that the consequences of such messaging go beyond product sales.

Reactions from Other Creators

Writer and TikTok user E.B. Johnson also commented on the campaign, drawing parallels to vintage Calvin Klein commercials that referenced the "genetic code." He questioned why women would engage in media that promotes such messages for the sake of a brand.

Even Doja Cat joined the conversation, albeit in a humorous way. She posted a TikTok reciting the ad script in an exaggerated backwoods accent, highlighting the absurdity of the message.

Has Sydney Sweeney Responded?

So far, neither Sweeney nor American Eagle has publicly addressed the backlash. Entertainment Weekly has reached out to representatives for both the actress and the brand for further comment.

As the debate continues, the incident raises important questions about the power of advertising and the responsibility of brands to consider the cultural and historical implications of their messaging.