What began as a cheeky denim campaign has morphed into a full-blown cultural controversy. American Eagle’s latest fall ad featuring actress Sydney Sweeney is under fire for what critics claim are racially charged undertones.
The campaign plays on words, highlighting that “Sydney Sweeney has great jeans,” while nodding to her “great genes” in video spots—complete with references to inherited traits and a close-up of her blue eyes. Some social media users interpreted the messaging as promoting outdated, racially exclusive beauty ideals, even comparing it to eugenic rhetoric.
Though supporters view the backlash as an overreaction, the brand has yet to publicly address the controversy. Sweeney has also remained silent. The actress, known for her roles in Euphoria and The White Lotus, collaborated on a limited-edition “Sydney Jean” adorned with butterflies symbolizing domestic violence awareness. Proceeds will benefit the Crisis Text Line.
The fallout reflects broader cultural divides surrounding advertising, representation, and what’s considered “woke.” Some praised the campaign for embracing traditional beauty without apology, while others saw it as tone-deaf and exclusionary.
In the midst of the controversy, American Eagle pivoted with a new post featuring a model of color, prompting speculation of backpedaling. Whether intentional or not, the brand now finds itself in the crosshairs of a cultural flashpoint.
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