American Eagle’s latest fall campaign starring Euphoria actor Sydney Sweeney has come under fire for its tagline ‘Sydney Sweeney Has Great Jeans.’ While the catchphrase was aimed as a clever pun on denim, it’s facing backlash for ‘great genes’, a term historically linked to biased and unrealistic beauty standards and eugenics-era ideology.
The campaign showcases Sweeney modeling a specially designed denim line called the ‘Sweeney Jean.’ In one promotional video for the brand’s campaign, she is seen walking toward a billboard that originally reads ‘Sydney Sweeney Has Great Genes.’ She then modifies it by painting over ‘genes’ and replacing it with ‘jeans.’ Though it was intended as wordplay, the ad has prompted widespread criticism for its tone-deaf execution.
Online outrage
Netizens did not approve of this campaign and they made it clear on social media. One user wrote, “This is what happens when you have no people of colour in the room. Particularly in a time like this. This ad campaign got so caught up in this ‘clever’ play on words and this stunt, the people in the room missed what was so blatantly obvious to anyone not White. I’d expect this from Abercrombie… but not y’all.” Another wrote, “I am never shopping at AE again.” A third post read, “It’s giving Subtle 1930’s Germany.”
Why is this phrase offensive?
According to a report by Salon, the phrase “great genes” has long been associated with eugenics, a movement in the early 20th century that promoted so-called genetic superiority, typically based on being white, thin, and able-bodied. It also justified discriminatory practices, including forced sterilisation of marginalised populations.
Many also questioned the casting choice. With Sweeney being a blue-eyed, blonde actor, some viewers saw the campaign as reinforcing narrow ideals of beauty. A viral post stated, “Getting a blue-eyed, white woman, and building a campaign around her ‘perfect genetics’ feels weird.” Others compared the tone of the ad to propaganda under the disguise of modern marketing.
As of now, neither American Eagle nor Sydney Sweeney has issued a statement addressing the public backlash.
Positive outcome of the campaign for the brand
A Yahoo Finance report noted that despite the criticism, the campaign has generated considerable visibility for the brand, including a 16% surge in American Eagle’s stock price.
The campaign also includes elements aimed at social good. A portion of proceeds from the limited-edition denim will benefit Crisis Text Line, a non-profit that provides mental health support. The jeans also feature a butterfly emblem designed to raise awareness about domestic abuse.
Along with these, the campaign also incorporates augmented reality tools, including Snapchat lenses and AI-powered try-on technology, as part of American Eagle’s digital engagement strategy, according to Yahoo.
Despite the controversy, American Eagle remains enthusiastic and positive about the campaign’s impact. President Jennifer Foyle called Sydney Sweeney “the perfect fit,” while Chief Marketing Officer Craig Brommers described her as “the biggest get in our history.”