A recent advertising campaign from American Eagle, featuring popular actress Sydney Sweeney, ignited a significant social media firestorm, drawing widespread accusations of promoting problematic ideologies. The controversy centered around a seemingly innocuous phrase that critics argued carried deeply disturbing connotations, prompting a fierce debate online about the ad’s underlying message and its reception.
The campaign, titled “Sydney Sweeney Has Great Jeans,” showcased the actress in the brand’s denim, accompanied by a playful pun on the word “genes.” This wordplay was intended to be a lighthearted celebration of the product, yet it quickly became the focal point of the backlash, as viewers dissected the subtle implications they believed were embedded within the marketing choice, particularly given the historical context of similar phrases.
Critics swiftly condemned the ad, with many social media users likening it to “Nazi propaganda” and accusing it of being racist and flirting with eugenics. These accusations were largely fueled by Sweeney’s blonde hair and and azure eyes, leading some to argue that the phrase “great genes” was historically used to celebrate whiteness, thinness, and attractiveness, making the campaign appear tone-deaf and insensitive in its execution.
Despite the intense online outcry, insiders with direct knowledge of the campaign reported a stark contrast between social media sentiment and broader public opinion. Independent polling commissioned by American Eagle indicated that approximately 70% of respondents had a positive reaction to the promotional material, suggesting that the “absurd response from some corners of the internet is absolutely not reflective of how American Eagle’s customers feel,” according to these sources.
American Eagle representatives emphasized that the core objective of the campaign was to highlight a quality denim product while also supporting a significant charitable cause. They maintained that a portion of the proceeds from the campaign would be directed towards domestic violence prevention initiatives, asserting that “anything beyond that is noise that is not registering with the average person” and that the ad was primarily about creating great jeans for a worthy cause.
The divided public reaction saw some social media users express extreme disappointment, with comments ranging from “This is such a f****d up campaign” to declarations of never shopping at American Eagle again. Conversely, many defenders of the ad urged restraint, arguing that critics were “seriously reading too much into this” and that comparing a jeans commercial to “Nazi propaganda” was a “tad extreme,” simply promoting denim rather than any insidious agenda.
Both Sydney Sweeney and American Eagle Outfitters president Jennifer Foyle addressed the campaign, reiterating the brand’s commitment to trendsetting denim and its philanthropic efforts. Foyle noted that Sweeney “brings the allure” to the fall collection, which aims to raise money for domestic violence charities through partnerships with organizations like Girls Inc. and the National Eating Disorders Association (NEDA), thereby providing grants for mental health support and crisis intervention.
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