American Eagle’s latest advertising campaign, fronted by actress Sydney Sweeney, has become the subject of public scrutiny following accusations that its messaging carries racially insensitive undertones. The campaign, launched to promote the retailer’s autumn denim collection, uses the tagline «Sydney Sweeney Has Great Jeans» — a phrase that has prompted concern for what some have interpreted as a thinly veiled reference to «great genes.»
Sweeney, 27, known for her roles in Euphoria and Reality, appears in a series of stylised images wearing American Eagle’s signature denim. The Spokane-born actress is also set to portray boxer Christy Martin in a forthcoming biopic, a role that has already generated early awards speculation. However, the promotional language surrounding the campaign has proved contentious, with commentators arguing that the choice of words may reflect outdated and exclusionary ideals.
Critics Point to Historical Connotations in Campaign Slogan
A report by Salon noted that the use of «great genes», a homophone of the campaign’s «great jeans», has historically been associated with narrow ideals of beauty, often linked to whiteness, slenderness and Eurocentric standards. This, critics argue, renders the messaging tone-deaf and culturally insensitive, particularly in a climate where brand accountability and inclusivity remain under intense public focus.
Responses on American Eagle’s social media channels reflect a growing unease, with some users drawing comparisons to 1930s-era rhetoric in Europe. One commenter remarked that the campaign had «Subtle 1930s Germany energy,» while another suggested that such a misstep «is what happens when there are no people of colour in the room.»
Others voiced frustration that the marketing strategy prioritised wordplay over cultural awareness. «This ad campaign got so caught up in the clever pun that those behind it overlooked what is obvious to anyone outside a white frame of reference,» one user wrote. «It’s disappointing — not something I’d expect from American Eagle.»
Comments ranged from calling the campaign «weird» to describing it as «deeply problematic,» with a few expressing surprise that such language had passed internal approval processes. Some even suggested the campaign echoed the branding missteps of other major fashion labels in the early 2000s, known for their exclusionary aesthetics.
American Eagle Responds With Emphasis on Charitable Goals
In the official press release accompanying the campaign’s launch, American Eagle Outfitters president Jennifer Foyle positioned the rollout as a celebration of the brand’s legacy in denim fashion.
«This fall season, American Eagle is celebrating what makes our brand iconic—trendsetting denim that leads, never follows,» Foyle said. «Innovative fits and endless versatility reflect how our community wears their denim: mixed, matched, layered and lived in.»
Foyle also addressed the selection of Sydney Sweeney as the campaign’s central figure. «With Sydney Sweeney front and centre, she brings the allure, and we add the flawless wardrobe for the winning combination of ease, attitude and a little mischief,» she noted.
Beyond the promotional aims, the campaign includes a philanthropic component. American Eagle has partnered with Crisis Text Line to support mental health services and crisis intervention efforts. A portion of proceeds from the sales of a limited-edition «Sydney Jean» will be directed to the organisation as part of a broader initiative to contribute to domestic violence support networks.
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