American Eagle faces criticism for Sydney Sweeney campaign

American Eagle’s advertising campaign with Sydney Sweeney has sparked significant online criticism.

American Eagle faces criticism over Sydney Sweeney campaign

American Eagle's recent advertising campaign featuring actress Sydney Sweeney has come under fire for its messaging. The campaign plays on the phrase “great jeans” versus “great genes,” leading to accusations of insensitivity regarding topics of race and eugenics. Critics on platforms like TikTok and X have deemed the campaign as promoting harmful ideals, suggesting that it aligns with messages of white supremacy and historical eugenics. The backlash intensified when a video featured Sweeney highlighting her eye color while referencing ‘genes’. While some defend the campaign as a playful branding move, many view it as part of a wider cultural shift toward traditionally conservative ideals in marketing. The controversy follows a spike in American Eagle's stock after the launch, but recent posts featuring a different model are being interpreted as possible damage control. Despite the criticism, neither Sweeney nor American Eagle has publicly addressed the backlash as of now.

The uproar surrounding American Eagle's campaign reflects a broader cultural conversation about marketing in today’s polarized environment. As brands navigate the line between clever creativity and cultural sensitivity, the reactions to this campaign illustrate how messages can resonate very differently across various audience segments. Critics argue that branding on racial undertones reveals deeper societal issues, while supporters might view the backlash as an overreaction. As companies increasingly engage with current social topics, they walk a fine line, where even innocent campaigns can evoke strong and polarized responses.

Highlights

This controversy highlights the complexities of modern advertising in a divided cultural landscape.