Sydney Sweeney’s latest advertising campaign for American Eagle (AE) has sparked significant criticism from various media outlets, including the Washington Post and MSNBC. Observers have pointed out that the campaign promotes themes associated with racism and “regression.”
Reports from MSNBC, GMA, and Salon have examined the concepts of body positivity and questioned whether Sweeney, along with fashion brands, is subtly upholding notions of “whiteness” and “eugenics” within culture. According to MSNBC producer Hannah Holland, Sweeney’s role in the campaign, as its singular face, mirrors broader cultural shifts toward conservatism and capitalism’s exploitation. She suggests that Sweeney represents both an outcome and an agent of this trend.
Sweeney’s campaign titled “Sydney Sweeney has great jeans” gained attention on social media for its controversial messaging. One promotional video on AE’s Instagram showcases the actress walking toward a billboard bearing the slogan, which she playfully alters from “genes” to “jeans.” Additionally, the AE website claims that the butterfly design on the jeans’ back pocket symbolizes Sweeney’s commitment to raising awareness about domestic violence. The campaign also includes a pledge that all proceeds from the “Sydney Jean” will support Crisis Text Line, a nonprofit offering free mental health resources.
Despite the campaign’s benevolent intentions, critics have latched onto perceived implications of white supremacy. Salon editor CK Smith noted parallels between Sweeney’s ad slogan and the eugenics movement, which historically has fostered the notion of “good genes” and justified forced sterilizations. He articulated concerns about how similar ideas persist in contemporary advertising and influencer culture.
Further supporting these critiques, Washington Post fashion critic Rachel Tashjian and media writer Shane O’Neill have voiced their concerns, highlighting a trend in pop culture that seems at odds with body positivity. They question whether brands like American Eagle should be promoting what they perceive to be a more regressive vision, particularly for younger audiences.
O’Neill also drew uncomfortable comparisons, suggesting that the slogan evokes imagery reminiscent of divisive government propaganda, specifically pointing to recent visual content from the Department of Homeland Security. This association raises questions about the implications of such messaging during a time when similar themes have surfaced in various advertising contexts.
On ABC’s “GMA First Look,” Professor Robin Landa connected the ad’s play on words back to the eugenics movement, asserting that it reinforces troubling historical narratives that have justified white supremacy in America.
As of now, American Eagle has not provided any comment regarding the backlash.
