American Eagle Outfitters has issued an apology following a wave of criticism surrounding its latest advertising campaign featuring actress Sydney Sweeney. The campaign, which promoted the brand's new denim line, sparked controversy due to its tagline, "Sydney Sweeney Has Great Jeans," and its play on the words "genes" and "jeans".
The controversy stemmed from a video clip in which Sweeney, who is blonde and blue-eyed, says, "Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue". Critics argued that the ad's focus on Sweeney's physical traits, combined with the wordplay on "genes," evoked outdated and harmful ideals of beauty, and subtly promoted eugenicist ideas. Some viewers felt that the campaign celebrated a narrow set of physical characteristics, implying that these traits were inherently superior. Others pointed to the historical use of the phrase "good genes" in the context of eugenics, a discredited theory of improving human populations through selective breeding, which has ties to racist ideologies.
The backlash against the campaign was swift and widespread, with many social media users accusing American Eagle of being "tone deaf" and of echoing rhetoric associated with eugenics and white supremacy. Some critics saw the ad as a "dog whistle" to the rise of conservatism, while others argued that it signaled a shift away from inclusive branding. The controversy also drew comparisons to Brooke Shields's controversial Calvin Klein ad from 1980, which featured similar messaging about passing down characteristics from generation to generation.
In response to the criticism, American Eagle issued an apology, stating that they "underestimated the impact" of the campaign and that they "did not intend to promote harmful or discriminatory ideals". The company acknowledged the concerns raised by critics and stated that they are committed to promoting diversity and inclusion in their advertising.
While some ads were removed from American Eagle's social media channels, the company is reportedly donating proceeds from sales of the jeans featured in the ad to a crisis text line supporting victims of domestic violence. American Eagle had launched a limited edition Sydney jean to raise awareness of domestic violence, with sales proceeds going to a nonprofit crisis counseling service.
The controversy surrounding the American Eagle ad highlights the challenges that companies face in navigating a changing advertising landscape. After years of emphasizing diversity and inclusion, some brands have faced backlash for missteps or been accused of abandoning inclusion efforts amid political pressure. Some critics see the Sweeney campaign as signaling a shift away from inclusive branding, pointing to a broader trend of ads featuring less racial and body diversity than during the post-2020 era.
The incident serves as a reminder for brands to be mindful of the potential impact of their advertising and to carefully consider the messages they are conveying. It also underscores the importance of engaging with diverse perspectives and being responsive to feedback from consumers.
