Among the several viral trends and stories spiraling on the internet, one seems to have stuck out recently. Sydney Sweeney, an actress who has played in several dynamic films such as Euphoria, The Handmaid’s Tale, and Everything Sucks, stars in American Eagle’s most recent ad campaign.
“Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My genes are blue,” Sweeney says as the camera pans over her body. This is followed by the tagline–“Sydney Sweeney has great jeans”—playing on the word “genes,” leading its viewers to think about the genetics of the blonde-haired, blue-eyed white woman.
The campaign has caused much controversy online. Some users on social media have accused the brand of glamourizing eugenics, defined as a long-discredited scientific theory that holds that there is more value found in genes that are typically European or white, and that the human race would be improved if the less desirable traits were bred out.
This campaign also reflects our country’s deeper political divisions. Many have stated that the frustration isn’t simply about the nature of the advertisement; it’s more about the choice to release the ad in the current political climate, along with the dark history of white supremacist messaging in media and politics. Interestingly, this ad is one of American Eagle’s most expensive to date, meaning that nothing in this ad is unintentional.
Though many are directing their anger toward Sweeney and American Eagle online, this idea is anything but new. Sweeney’s ad has been compared to 15-year-old Brooke Shields’ 1980 ad campaign for Calvin Klein. While there are key differences, they both promote the same message, that European features are more desirable; that they’re more “in” than those of other ethnic descent.
Many question the purpose of the ad, as the company is known for marketing primarily toward women and teens. Many believe that the reason for the promiscuous nature of the ad was to raise stocks on American Eagle, and more often, we see men buying into stock and shares. Initially, shares did rise in the following months due to the apparent meme stock mania, though after the brand was faced with public disapproval, that spike did fall only to rebound over 20% after President Trump commented that “Sydney Sweeney, a registered Republican, has the ‘HOTTEST’ ad out there.” On Truth Social, a platform that he owns.
This ad could mark the rise in more conservative advertisements, as our current administration is shifting away from more “woke” or “inclusive” forms of marketing. But ultimately, brands will produce what consumers want, and it’s up to consumers to be informed of where their clothing comes from and the message that it sends.
