Actress Sydney Sweeney is at the center of controversy following the release of a new advertising campaign for American Eagle. The campaign, which promotes a line of jeans, has drawn criticism for its tagline, “Sydney Sweeney has great jeans,” with the word “genes” crossed out. The ad debuted on July 27, 2023, and its wording has led to accusations of promoting harmful ideologies.
In one segment of the campaign, the 27-year-old actress zips up her jeans while lying down, while a voiceover explains the concept of genes being passed down through generations. Sweeney states, “Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour. My jeans are blue.” Critics have reacted strongly to the emphasis on her blonde hair and blue eyes, interpreting it as a reference to Aryan ideals associated with Nazi propaganda.
Online commentators have expressed outrage, with some claiming the ad echoes eugenic principles and “white supremacy.” One TikTok user remarked, “Nazi propaganda,” connecting the imagery to the historical pursuit of racial purity. Another comment on social media read, “The most nazi part of the Sydney Sweeney ad for me was the use of the word offspring.” These reactions have gained significant traction, with the hashtag #CancelAE trending in response to the backlash.
The campaign’s visuals reinforce the controversial messaging. In one scene, Sweeney stands in front of a billboard that initially displays the phrase “Sydney Sweeney has great genes.” After she runs a broom over it, “genes” is crossed out and replaced with “jeans.” The ad has received a flood of negative comments on American Eagle’s social media platforms, with users declaring intentions to boycott the brand. One comment stated, “Welp, no longer shopping at AE ever again, and neither will my future children.”
Despite the uproar, neither Sweeney nor American Eagle has publicly addressed the backlash. A representative for Sweeney declined to comment, and American Eagle did not respond to requests for clarification.
Beyond the controversy, Sydney Sweeney is navigating personal changes as well. In recent interviews, she confirmed her single status following speculation about her relationship with fiancé Jonathon Davino. She stated, “I’m learning a lot about myself, spending more time with my friends. And I’m loving it,” highlighting her focus on self-discovery.
The situation around the ad reflects a broader conversation about the impact of advertising language and imagery, especially as it pertains to sensitive historical contexts. As the campaign unfolds, the implications of its messaging continue to resonate with audiences, prompting discussions about responsibility in marketing.
