Sydney Sweeney Ad Sparks Backlash Over Eugenics Claims

Amy Lee

Staff Writer

The advertisement campaign, “Sydney Sweeney Has Great Jeans,” has sparked controversy among viewers for its provocative nature and its focus on genetics.

In one ad, she explains that “genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.” The focus on Sweeney’s blue eyes and blonde hair as “great jeans” (or genes) has led fans to question the undertones of the campaign and even promote a boycott of American Eagle.

One TikTok user, @gingin14_15, claimed, “If it looks like eugenics, and sounds like eugenics, it’s eugenics.” Another TikTok user, @ilove_red7, commented, “The fact they could have gotten [people of] different ethnicities and had them say the ‘jean’ line, it would have been less controversial.”

Due to the lack of diversity and an apparent appeal toward the “male gaze,” viewers question why American Eagle is failing to appeal to their typical teenage demographic and if they are intentionally “ragebaiting” consumers for media attention.

The campaign also shared shocking similarities to the controversial 1980 Calvin Klein campaign that featured underage actress Brooke Shields. The ad displayed Shields putting on jeans in an erotic fashion as she discusses the existence of a “genetic code, in which a single gene type proves superior in transmitting its genes to future generations… which brings us to Calvins, and the survival of the fittest,” according to Yahoo.

Similarly, Sweeney’s voice and actions appear to be purposefully sexual as the camera pans over her body, rather than focusing on the quality of the jeans themselves. Many fans felt that 15-year-old Shields was objectified by the Calvin Klein brand four decades ago, and history is repeating itself with the Sydney Sweeney American Eagle campaign today.

American Eagle responded to the controversy, releasing a statement defending the campaign. They stated that it was intended to be a pun on denim and genetics and wasn’t mean to offend or exclude anyone, according to CNN.

The company also said that Sweeney was chosen for her cultural relevance and popularity among Gen Z audiences. Meanwhile, Sweeney herself has remained silent on the issue, refusing to address the controversy in an interview with the Wall Street Journal, according to Page Six. Although many critics have argued her being silent on the issue is amplifying the controversy, some people have defended Sweeney, saying how it reflects how society interprets companies’ marketing strategies in the current society.

Despite online backlash from disturbed fans, CNN reported a 25% increase in American Eagle’s stock prices following the ad in July. However, it seems the brand is not fully out of this tight situation quite yet, as its ploy for virality has pushed target audiences towards competitors. While many consumers believe Sydney Sweeney has great jeans, unsettled fans have found the right “fit” in other, less controversial stores.