A new advertisement campaign from the American jeans brand, American Eagle, has ignited a heated racial debate following its release in late July 2025. The ad features actress Sydney Sweeney and uses a playful wordplay on “genes” and “jeans,” with Sweeney—known for her blonde hair and blue eyes—delivering lines like, “Sydney Sweeney has great jeans” and “Genes are passed down from parents to offspring… My jeans are blue.”
Criticism of Racial Implications
While the ad intended to be cheeky and bold, it has drawn significant criticism online for its potential to evoke racist themes, specifically those linked to eugenics, a discredited theory associated with white supremacy that advocates for selective breeding to improve the human race. Critics argue that by associating such language with Sweeney’s typically “idealized” appearance, the ad subtly alludes to a narrative of racial superiority.
TikTok activist Jeff Kissubi expressed initial confusion but later noticed how the language and imagery in the ad could be interpreted as echoing far-right ideologies related to racial purity, especially in the current US political climate, where these far-right narratives are resurging.
Dr. Lauren Rosewarne from the University of Melbourne highlighted that while advertisers rely on focus groups to gauge reactions, they can’t always anticipate how social media—especially niche online communities—might interpret certain symbols. She drew comparisons to past marketing controversies, like the 1980s Calvin Klein ad with Brooke Shields, which faced backlash for its perceived suggestiveness.
Sydney Sweeney’s Controversial Background
This isn’t the first time Sweeney has been at the center of divisive discussions. In 2022, she was criticized for wearing MAGA-style hats at a family gathering. However, according to Dr. Rosewarne, Sweeney benefits from “pretty privilege,” which has somewhat shielded her from more intense backlash.
American Eagle’s Response and Sales Boost
Despite the backlash, American Eagle has stood by its campaign. Ashley Schapiro, the brand’s VP of marketing, confirmed that Sweeney was fully onboard with the campaign’s bold concept. In response to criticism, the brand quietly modified some visuals to include more diversity but maintained the ad’s core messaging.
Interestingly, the campaign led to a surge in sales, with figures showing a 10-18% increase (around R500 million+ in revenue). The limited-edition “Sydney Jean” line sold out rapidly, and the brand has committed to donating all net proceeds from the campaign to Crisis Text Line, a US-based charity focused on mental health and domestic violence.
Political Correctness or Overreaction?
The controversy has also prompted a debate about “cancel culture” and the extent to which political correctness is influencing public reactions. Conservative voices, including the Trump administration’s White House Communications Director, have dismissed the backlash, labeling it an overreaction. They argue that the ad was simply a promotion of Sweeney’s physical appearance and not meant to make any racial statements.
Global and Local Relevance
This debate resonates not just in the US but in other parts of the world as well, including South Africa. Similar discussions about racial representation in media and advertising are prevalent in many countries, reflecting concerns about how brands navigate identity politics and historical racial inequalities. As Dr. Rosewarne notes, brands no longer operate in a vacuum, and in today’s highly aware social media landscape, their messages are subject to intense scrutiny.
Conclusion: A Complex Advertising Landscape
The Sydney Sweeney-American Eagle campaign illustrates how even seemingly harmless wordplay can spark complex conversations about race, privilege, and historical context. This controversy serves as a reminder of the challenges brands face when marketing in multicultural and politically charged environments. While the campaign’s charitable contributions to mental health and domestic violence efforts highlight the brand’s intentions beyond the controversy, it underscores the delicate balance brands must strike in an increasingly sensitive social climate.
