American Eagle Ad Criticized for Eugenics Undertones

American Eagle Outfitters faced controversy over its 'Sydney Sweeney Has Great Jeans' ad campaign, with critics alleging the wordplay between 'jeans' and 'genes'—especially given Sweeney's blonde hair and blue eyes—evoked eugenic and white supremacist undertones. The company responded by stating the campaign is solely about denim and confidence and aims to celebrate how everyone wears AE jeans. Some marketing experts and company polling downplayed or dismissed the accusations, viewing them as exaggerated. The debate reflects broader tensions around representation, symbolism, and coded messaging in fashion marketing, and was amplified by viral parodies and political commentary. Sydney Sweeney has not commented on the controversy. American Eagle maintains its position, refusing to apologize or alter the campaign, and says it will continue to champion individuality and inclusivity.