❓WHAT HAPPENED: Sydney Sweeney’s new American Eagle ad campaign has received backlash from left-wing media outlets and social media users over its tagline, which they irrationally believe promotes white supremacy and eugenics.
👤WHO WAS INVOLVED: Sydney Sweeney, American Eagle, and far-left social media users critical of the campaign.
📍WHEN & WHERE: The campaign launched ahead of the back-to-school shopping season, with ads appearing in New York City, Las Vegas, and online.
💬KEY QUOTE: “Maybe I’m too f***ing woke. But getting a blue-eyed, blonde, white woman and focusing your campaign around her having perfect genetics feels weird,” one user wrote on X (formerly Twitter).
🎯IMPACT: The campaign has drawn criticism for its messaging while also raising funds for domestic violence awareness through sales of “The Sydney Jean.”
Sydney Sweeney’s collaboration with American Eagle has sparked outrage among radical leftists on social media due to the campaign’s tagline, “Sydney Sweeney Has Great Genes,” which was later altered to say “Jeans.” Progressive and left-wing activists and newspapers, such as The Guardian, argue that the phrase “great genes” has historically been associated with eugenics.
The campaign features Sweeney, a blonde, blue-eyed white actress widely known for her attractiveness, in various promotional materials for the limited-run “Sydney Jean.” MSNBC denounced the ads as symbolic of “an unbridled cultural shift toward whiteness,” with producer Hannah Holland claiming that “The internet has been quick to condemn the advertisement as noninclusive at best and as overtly promoting ‘white supremacy’ and ‘Nazi propaganda’ at worst.”
Some far-left social media users, amplified by the media, claimed the campaign’s messaging was “tone deaf,” with one commenting on X (formerly Twitter), “This is what happens when you have no people of color in a room.”
“Maybe I’m too f***ing woke. But getting a blue-eyed, blonde, white woman and focusing your campaign around her having perfect genetics feels weird,” another X user wrote. Others have tried to bizarrely claim the American Eagle name itself is a reference to Nazi and fascist iconography.
Despite the backlash, the campaign has a charitable component. American Eagle announced that 100 percent of the proceeds from the sale of “The Sydney Jean” will be donated to Crisis Text Line, a non-profit providing confidential mental health support. The jeans also feature a butterfly motif representing domestic violence awareness.
American Eagle’s Chief Marketing Officer Craig Brommers described the media buy for this campaign as “significantly more” than previous efforts, emphasizing its importance ahead of the back-to-school shopping season. The retailer has faced financial challenges, including a $68 million adjusted operating loss in the first quarter, adding pressure for the campaign to perform well.
The controversy follows other headline-grabbing ventures by Sweeney, including the launch of a soap product containing her bathwater, which sold out quickly and later appeared on reseller platforms for inflated prices. Notably, after the American Eagle ad campaign launched, the company saw its stock value spike, with investors speculating the association with Sweeney would boost sales.
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