Sydney Sweeney's "Great Genes" Ad: Eugenics or Fashion?
Published On: July 30, 2025.
American Eagle’s recent ad featuring actress Sydney Sweeney has stirred up a lot of controversy. The ad, which is meant to promote the brand’s denim collection, plays with the word “genes” by using the tagline, “Sydney Sweeney Has Great Jeans.” In one of the spots, Sweeney talks about inherited traits, wrapping up with the line, “My genes are blue,” a pun that connects her genetics with the brand's blue jeans. However, this simple wordplay has sparked a backlash, with many seeing deeper, more troubling connotations in the ad.
The main criticism stems from the emphasis on Sweeney's blonde hair and blue eyes, which some viewers feel promotes a racially exclusive beauty standard. The mention of “genes” combined with these physical traits has drawn accusations that the ad inadvertently echoes white supremacist ideologies. Given the current cultural climate, where issues of race, inclusion, and representation are hot-button topics, this is a sensitive matter. For some, the ad feels like it is unintentionally endorsing an ideal of beauty tied to specific racial characteristics.
The backlash has spread quickly across social media platforms like TikTok and X (formerly Twitter), where many users have criticized the ad for being tone-deaf and out of touch. The controversy is further fueled by comparisons to historical propaganda, with some critics arguing that the imagery and message evoke the troubling language of eugenics.
Adding another layer to the debate is the contrast between the ad’s messaging and American Eagle’s charitable efforts. As part of the campaign, the company introduced "The Sydney Jean," a limited-edition item featuring a butterfly motif on the back pocket, with all proceeds going to support victims of domestic violence through donations to the Crisis Text Line. While the charitable cause is undeniably important, critics argue that the playful, sexualized tone of the ad undermines the gravity of the cause. This disconnect between the fun, flirtatious campaign and the serious nature of the charity work has been unsettling for some.
Despite all the negative attention, the campaign seems to have done wonders for American Eagle’s visibility. After the launch, the brand saw a noticeable increase in its stock price, which suggests that the controversy might have had an unintended positive effect on consumer interest. It appears that while the ad upset many, it also got people talking about the brand, drawing attention in a way that might not have been possible with a more traditional campaign.
While some people have defended the ad, claiming that the backlash is an overreaction, the argument doesn’t seem to be winning over everyone. Some believe the ad was simply a playful take on the word “jeans,” with no malicious intent behind it. But others argue that the ad taps into deeper societal issues, reflecting how advertising and media shape cultural narratives, especially when it comes to race and representation.
At the time of writing, neither Sydney Sweeney nor American Eagle has publicly addressed the controversy. Their silence has left room for people to continue debating the ad’s meaning and impact. This incident highlights the challenges brands face in today’s polarized society, where every marketing move can be scrutinized for its cultural implications. Brands are learning the hard way that they need to be more thoughtful and aware of the messages they send to their audiences.
The debate over this ad signals how important it is for brands to be mindful of their messaging, especially when it comes to issues of representation and inclusivity. Media has the power to influence how people see the world, and brands have a responsibility to make sure that their campaigns are not only engaging but also respectful and mindful of the diverse experiences of their audiences.
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