American Eagle is facing both support and criticism after the company’s latest campaign, starring Euphoria actress Sydney Sweeney, sparked a mix of reactions online.
The campaign, titled "Sydney Sweeney Has Great Jeans," which was intended to showcase the brand's denim collection, has drawn widespread attention—and not all of it positive.
After backlash on social media, the brand issued a response defending the campaign, which was meant to highlight their jeans, not the surrounding controversy.
The ad features Sweeney walking toward an American Eagle billboard displaying the slogan "Sydney Sweeney Has Great Genes." Sweeney crosses out "Genes" and replaces it with "Jeans," emphasizing the clothing product the brand is promoting.
In a follow-up video, Sweeney is seen lying down and fastening her AE jeans, while delivering a line that further elaborates on the term "genes" and how it relates to family inheritance, all while panning up to show her striking blue eyes.
While some lauded the campaign’s playful wordplay and Sweeney’s involvement, others called the ad tone-deaf and insensitive, particularly in its use of the term "genes," a word that has been historically associated with racial and beauty standards.
Critics on social media quickly pointed out the potential racial undertones of the ad and how it seemed to ignore the sensitivities of a diverse audience.
The initial reactions were mixed, with some users calling out the company for its lack of awareness in a time when cultural sensitivity is paramount.
Many pointed to the historical connotations of the word "genes" as being tied to concepts of whiteness, attractiveness, and traditional beauty standards. One social media user wrote, "Entirely tone-deaf," while another added, "This is what happens when you have no people of color in a room."
Critics were quick to claim that the ad, with its allusions to genetic traits like eye color and personality, seemed to echo problematic narratives and may even have evoked memories of racist ideologies, with one user calling it “Nazi propaganda.
” The fact that Sweeney, who is white, was the face of the campaign further amplified the controversy. Many pointed out that the campaign seemed to miss the mark in an era when cultural diversity and inclusivity are at the forefront of public conversations.
The criticism didn’t stop there, as some individuals even pointed to the overtly Eurocentric imagery of the campaign, specifically calling attention to Sweeney’s blue eyes and light features.
"This ad campaign got so caught up in this 'clever' play on words, and the people in the room missed what was so blatantly obvious to anyone not White," one user commented on Instagram.
However, not all reactions were negative. A portion of the online community defended the campaign, arguing that the criticism was overblown.
Supporters of the ad pointed out that it was simply an advertisement for jeans, with no deeper message intended beyond promoting the product. "It doesn’t hurt ANYONE.
That’s the point," one user wrote, defending the brand and Sweeney’s involvement in the campaign. “I don’t get why people don’t like this? It’s cute and clever,” another added, expressing their support for the campaign.
In a notable response, another user proclaimed, “Woke advertising is dead. Sydney Sweeney killed it.”
This comment encapsulated the feelings of those who believed the backlash was an example of excessive political correctness, arguing that the ad was innocent and playful, as well as a nod to clever marketing.
In light of the backlash, American Eagle issued a public statement on Instagram, standing by their campaign and reaffirming its original intent. "‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her Jeans. Her Story.
We'll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone,” the brand wrote in its post.
Many users praised the company for sticking to its guns, with several comments expressing admiration for the brand's refusal to bow to criticism. "Kudos to yall for sticking to your guns!!" one user wrote. Others echoed similar sentiments, such as, “LETS GOOOOOOO AE FOR THE WIN!!!!!”
While some applauded American Eagle’s decision to double down on its campaign, others felt the company’s response lacked empathy and failed to address the concerns raised.
One user commented, “It’s the lack of empathy for me,” expressing frustration over the company’s apparent disregard for the potential harm the campaign might have caused.
Another added, “didn’t think the response could be even worse than the ad but it somehow was,” echoing a sense of disillusionment with the brand’s handling of the situation.
The controversy surrounding the ad raises larger questions about race, beauty standards, and inclusivity in advertising.
As society continues to engage in conversations about racial sensitivity, brands are under increasing pressure to be aware of the cultural implications of their campaigns.
In particular, the fashion industry has faced scrutiny for its historical lack of diversity and its emphasis on narrow, Eurocentric beauty standards.
Critics argued that American Eagle, by featuring a white actress like Sydney Sweeney in a campaign with loaded language such as "genes," missed an important opportunity to be more inclusive and sensitive to the ongoing discourse about race and identity.
For many, the ad seemed to perpetuate the beauty ideals that have long been criticized for sidelining people of color and promoting an unrealistic, homogeneous standard of beauty.
While some fans of Sweeney and the brand dismissed the backlash, others felt that the ad was a sign that the fashion industry still has a long way to go in terms of embracing diversity and promoting inclusivity.
The discussion around this particular ad is indicative of a larger conversation about the role of advertising in shaping cultural perceptions and reinforcing stereotypes.
As brands face heightened scrutiny and calls for greater accountability, they must balance the need to stay true to their marketing strategies while also being mindful of the cultural sensitivities of their diverse consumer base.
The controversy surrounding American Eagle’s "Great Jeans" campaign highlights the challenges that companies face in today’s rapidly changing cultural landscape.
On one hand, the ad represents the attempt by American Eagle to create a fun, memorable campaign that ties into a catchy slogan and promotes a product.
On the other hand, it also illustrates the complexities of marketing in a world where every word, image, and symbol can carry multiple meanings depending on one’s perspective and lived experience.
Brands today must walk a fine line, carefully considering their audience, their values, and the messages they are sending.
What may seem harmless to some may be deeply offensive to others, and as social media continues to amplify voices from all corners of the globe, the stakes have never been higher.
American Eagle’s handling of the controversy has sparked a conversation that extends beyond the brand itself, reflecting the broader shift in the advertising industry.
As companies strive to stay relevant in an era of heightened awareness about race, gender, and identity, they must be prepared to face both praise and criticism.
While some may see the backlash as an overreaction, others view it as a sign of progress—an indication that society is beginning to hold companies accountable for their messaging.
Whether or not the ad campaign was truly tone-deaf or simply misunderstood, it serves as a reminder that advertising in today’s world is not just about selling products—it’s about navigating the complex terrain of cultural expectations and societal norms.
For brands like American Eagle, the challenge lies in ensuring that their campaigns resonate with a diverse audience while still staying true to their brand identity.
As for Sydney Sweeney, her involvement in the campaign has undoubtedly thrust her into the center of the controversy, though she remains a beloved figure for many fans.
The debate sparked by the "Great Jeans" campaign is sure to be a topic of discussion for months to come, and it will be interesting to see how American Eagle and other brands adjust their strategies moving forward in the ever-evolving world of advertising.
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