American Eagle’s Sydney Sweeney Jeans Ads Spark Global Race, Eugenics Debate

American Eagle's recent advertising campaign featuring Sydney Sweeney sparked widespread controversy for its wordplay on 'genes' and 'jeans,' which critics argue subtly alludes to eugenics and white supremacy themes. The campaign, showing Sweeney—a blonde-haired, blue-eyed actress—praising her 'great genes,' attracted backlash for reinforcing outdated Western beauty standards and was seen by some as tone-deaf amid ongoing cultural and political tensions in the US. While some commentators viewed the ads as harmless or nostalgic, others accused the brand of either ignorance or laziness for not including diverse models to avoid such interpretations. The controversy ignited a robust online debate, with progressive voices condemning the messaging and reactionary groups heralding it as a cultural win, illustrating the broader culture war playing out in advertising. Celebrities and social media users amplified the discussion, contributing to the campaign's viral status. American Eagle has not provided a public response to the accusations, leaving the debate active as the company faces challenges of declining sales and shifting consumer expectations.