Sydney Sweeney Ad Spurs Boycott, Racism Concerns

American Eagle's 2025 denim ad campaign featuring Sydney Sweeney has ignited controversy due to its 'jeans/genes' pun, which critics argue invokes eugenics and white supremacy by promoting Eurocentric beauty standards. Sweeney, portrayed as the embodiment of 'good genes,' has led many to see the campaign as reinforcing genetic superiority linked to whiteness. The ad's timing and messaging have been criticized as tone-deaf amid ongoing global debates about diversity and inclusion. The backlash has resulted in calls for boycotts and sparked international discussions on how advertising can reinforce harmful societal ideals. Commentators have drawn parallels between the campaign and broader issues of racialized beauty standards. While American Eagle has stated charitable intentions for the campaign, many believe it fails to address the implications of its imagery and messaging.