American Eagle Outfitters debuted a new advertising campaign in mid-2025, starring actress Sydney Sweeney, known for her role in HBO's "Euphoria". The campaign, which includes multiple video spots, presents a pun on "genes" as in heredity, and "jeans" as in the denim product the brand is known for. In one video, Sweeney crosses out "genes" on a billboard and replaces it with "jeans," while a voiceover praises her "great jeans."
Despite the attempt at humor, the campaign has provoked a backlash on social media platforms like TikTok, where users have accused the brand of insensitivity and promoting racist undertones. Critics argue that the ad's emphasis on Sweeney's "white, blue-eyed appearance" and "great genes" echoes narratives of racial superiority and aligns with ideologies reminiscent of Nazi propaganda.
The controversy has been fueled by a series of TikTok videos, including one by Angie VM Marketing, who described the campaign as "one of the loudest and most obvious racialized dog whistles we've seen and heard in a while." The debate has expanded quickly, with numerous posts and videos expressing concern over the campaign's messaging.
The New York Post reported that the conversation around the ad unfolded rapidly over a weekend, generating significant online engagement. Sweeney herself has not publicly responded to the controversy. This is not the first time Sweeney has been at the center of a cultural debate. In 2024, her appearance on "Saturday Night Live" and the subsequent media response sparked discussions about body image and cultural standards.
Columnist Bridget Phetasy's piece in The Spectator, "Boobs Are Back," which celebrated Sweeney's look, was met with criticism for allegedly promoting harmful biases. The current ad campaign controversy seems to be a continuation of the scrutiny surrounding Sweeney's public image and the cultural messages it conveys.
The campaign's fallout highlights the complexities of advertising in a socially and politically charged environment. Brands are increasingly held accountable for the subtext of their messaging, and as American Eagle has discovered, what may be intended as clever marketing can quickly become a source of heated public debate.
