American Eagle's Sydney Sweeney Jeans Ad Sparks Eugenics Backlash and Sales Concerns

American Eagle Outfitters’ latest advertising campaign, featuring actress Sydney Sweeney, has sparked widespread controversy over a pun involving the words “genes” and “jeans.” The campaign, described as “provocative” and intended to “push buttons,” has drawn sharp criticism for perceived associations with eugenics and narrow beauty standards, raising questions about the company’s marketing strategy amid a challenging retail environment [1].

The campaign, titled “Sydney Sweeney Has Great Jeans,” features Sweeney appearing in videos and digital billboards. In one clip, she walks toward a billboard reading “Sydney Sweeney has great genes,” then crosses out “genes” and replaces it with “jeans.” Another teaser video includes the line, “My jeans are blue,” a phrasing critics argue resembles rhetoric used in 20th-century eugenics movements and Nazi ideology [1]. While some argue the critique is overblown, others see the wordplay as a subtle nod to far-right ideologies, such as the Great Replacement Theory [1].

Academics and industry experts have weighed in. Marcus Collins, a marketing professor at the University of Michigan, noted that the backlash could have been mitigated if the campaign had included models of diverse backgrounds [1]. Similarly, Shalini Shankar, a cultural anthropologist at Northwestern University, criticized the campaign for reinforcing a narrow, privileged image of beauty [1]. Others, including former Fox News host Megyn Kelly, dismissed the controversy as an overreaction from “leftist” critics [1].

The campaign’s rollout comes at a difficult time for American Eagle. The brand reported a 5% drop in sales during its February–April quarter compared to the previous year, reflecting broader challenges in the apparel sector, including shifting consumer spending and higher costs from tariffs [1]. Despite the backlash, shares rose more than 4% on the day Sweeney was announced as the brand’s latest collaborator, though they have since declined [1].

The marketing approach is reminiscent of bold campaigns from the past, such as Calvin Klein’s 1980s ads featuring Brooke Shields [1]. Alan Adamson, co-founder of Metaforce, said the Sweeney campaign follows a familiar playbook of using provocative messaging and celebrity appeal to stand out in a crowded market [1]. American Eagle plans to promote the partnership through 3D billboards, social media, and an AI-driven try-on feature [1].

The controversy also highlights a broader cultural shift in advertising. Following the 2020 George Floyd protests, many brands made efforts to reflect greater diversity in their campaigns. However, since the return of Donald Trump and his push to dismantle diversity, equity, and inclusion (DEI) policies, some advertisers have been observed featuring predominantly white models [1]. Jazmin Burrell, a brand consultant, noted a recent return to less diverse representation in retail advertising [1].

American Eagle has previously earned praise for inclusive marketing, including a 2017 denim hijab and a collaboration with tennis star Coco Gauff. The company also maintains a DEI program aimed at employees [1]. However, the Sweeney campaign has drawn sharp contrast with those efforts, prompting mixed reactions from marketing experts. While some, like Melissa Murphy of Carnegie Mellon University, praised aspects of the campaign and suggested broader representation could enhance it, others like Myles Worthington of WORTHI argued that the backlash has damaged the brand’s image [1].

American Eagle has not commented on the controversy, and it remains to be seen whether the campaign will ultimately serve as a misstep or a calculated risk in a competitive market. The debate over the boundaries of edgy marketing and the role of brands in cultural discourse continues to evolve [1].

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Source: [1] [Why Sydney Sweeney’s American Eagle Jeans Ad Is Controversial, Explained](https://fortune.com/2025/07/30/why-sydney-sweeney-american-eagle-jeans-ad-controversial-explainer/)