A recent advertising campaign featuring actress Sydney Sweeney for American Eagle jeans has ignited a significant social media firestorm, drawing unexpected comparisons to Grammy-winning artist Beyoncé’s Levi’s collaborations.

The crux of the controversy surrounding Sweeney’s American Eagle campaign centers on its tagline, “Sydney Sweeney has great jeans,” which, when paired with a visual narrative seemingly referencing genetics, led some online observers to accuse the brand of promoting eugenics.

In the controversial ad, Sweeney’s monologue about genes determining traits like hair and eye color, followed by the line “My jeans are blue,” and a shot of her blue eyes, culminated in the impactful statement, “Sydney Sweeney has great jeans.” This linguistic play was widely criticized for seemingly linking a ‘great genes’ concept to physical appearance, particularly that of a blonde, blue-eyed celebrity, thus echoing discredited eugenic ideologies and glorifying whiteness.

The comparison to Beyoncé’s recent Levi’s campaign emerged as social media users shared side-by-side images, initially questioning why Sweeney’s ad faced backlash while Beyoncé’s seemingly similar imagery did not.

However, many online commentators swiftly highlighted significant differences. Beyoncé’s denim ads for Levi’s, announced last fall, have consistently focused solely on the quality, design, and cultural impact of the Levi’s jeans themselves, without any allusion to genetics or biological superiority. This clear distinction became a central point in the ensuing social media controversy.

One particularly poignant critique underscored the historical implications of such phrasing, noting that proclaiming or implying “my genes (jeans) are better” can be deeply unsettling for communities whose ancestors have suffered from ideologies of racial superiority. The argument posited that such statements are not benign but rather echoes of history, capable of evoking painful reminders of a dehumanizing past.

The ongoing advertising ethics debate surrounding these celebrity endorsements showcases the heightened scrutiny brands face in the digital age, where brand messaging can be rapidly dissected and interpreted through diverse cultural and historical lenses. It underscores the critical importance of careful consideration in campaign development to avoid unintended and potentially harmful connotations.