‘Sydney Sweeney Has Nice Denims,’ declared American Eagle final Tuesday (July 22) in a collection of wordplay-laden social adverts and a Occasions Sq. billboard selling its fall assortment, fronted by the Euphoria and White Lotus star.
On Thursday, American Eagle’s inventory had jumped 7%. By Friday, the model was dealing with a media firestorm that accused it of selling “pro-eugenics” beliefs—a jarring misstep in an America grappling with a rightward shift.
Outrage was sparked by dialogue from one explicit video (which now seems to be faraway from a number of social platforms) by which Sweeney says: “My physique’s composition is decided by my genes.”
Because the digicam focuses on her breasts, she scolds the operator, “Hey, eyes are up right here,” earlier than persevering with: “Genes are handed down from mother and father to offspring, typically figuring out traits like hair colour, character, and even eye colour,” The digicam pans to her eyes. “My denims are blue,” she finishes.
Critics on TikTok, LinkedIn, and X have referred to as the messaging a “racist dogwhistle,” claiming the inventive path, alongside photographs of the blue-eyed, blonde-haired star, was a nod to “Nazi” eugenics, an ideology which idealized Aryan options and sought to get rid of or suppress those that didn’t possess them.
Sydney Sweeney x American Eagle, oh my god. pic.twitter.com/tDkeGT9R7G
— Sydney Sweeney Each day (@sweeneydailyx) July 24, 2025
Earlier than the backlash, American Eagle’s chief advertising and marketing officer (CMO) Craig Brommers described Sweeney’s endorsement as one of many “greatest will get in American Eagle historical past.”
He advised ADWEEK that the “strain was on” for the funding to ship following a $68 million adjusted working loss for the enterprise within the first quarter of 2025, owing to the affect of tariffs, product misses, and a chilly spring.
ADWEEK reached out to American Eagle and its PR company, Shadow, requesting an up to date assertion on the marketing campaign. They didn’t reply; nevertheless, the model has eliminated the movie of Sweeney stating that her denims are blue from a number of of its on-line channels, together with YouTube and Instagram.
American Controversy
Reactions to the advert ran the gamut, and so did knowledgeable opinions on what induced the backlash.
For veteran model strategist Jean-Pierre Lacroix, writer of books together with Need by Design, the pushback towards American Eagle is much less a few ethical offense than it’s a cry of disenfranchisement.
Amid a swing to the best beneath President Trump, and company America’s latest backsliding on DEI initiatives, social progressives are feeling a lack of floor, stated Lacroix.
This section of shoppers “appears like society has revolted towards them, so that they have portrayed this advert because the manifestation of a transfer away from variety and inclusion,” noticed Lacroix. “They’re reaching as a result of they’re wounded, and so they’re searching for a visible metaphor that validates their place. This advert grew to become a lightning rod.”
Dory Ellis Garfinkle, CMO of worldwide model consultancy Siegel+Gale, advised that the outcry over the advert could also be lacking the bigger level that American Eagle might be ginning up outrage for its personal sake.
“Quite than what the controversy is all about, what’s extra attention-grabbing is {that a} model like American Eagle would stir controversy over an advert for denim,” she stated.
“It alerts that creating controversy and attention-grabbing content material is now in every single place, and this taste could mirror a cultural eager for less complicated instances. It’s unlikely that [the team] proceeded with this marketing campaign with out having perception into their viewers and enterprise that led to the choice.”
Leila Fataar, former Adidas and Diageo marketer-turned-founder of consultancy Platform13 and writer of Tradition-Led Manufacturers, believes the backlash displays a easy fact: model messages don’t land in a vacuum; they land in tradition, and that tradition must be mirrored in company groups and advertising and marketing departments.
“Manufacturers are energetic individuals in a world dialogue, with cultural fluency not only a advertising and marketing benefit however a foundational ingredient of profitable up to date enterprise technique,” she stated.
Fataar added: “On this transformational and pivotal second in world historical past, and particularly within the U.S., making certain quite a lot of views each in ideation and, importantly, in resolution making is crucial.”
Return of the Male Gaze
Intentional or not, American Eagle’s marketing campaign is a visit again in time to the so-called “pre-woke” period that held quick to a stereotypical view of the best American lady: younger, stunning, buxom, and nearly invariably caucasian. It was an trade norm that endured for many years.
In 1971, for instance, Nationwide Airways ran a massively profitable marketing campaign that featured coquettish flight attendants inviting male viewers to “fly me.”
In 1980, Calvin Klein pushed the envelope additional with adverts—which some have in comparison with American Eagle’s present effort—that includes a 15-year-old Brooke Shields pulling on skin-tight denims and, in a sotto voice, addressing the digicam: “Have you learnt what comes between me and my Calvins? Nothing.”
1 / 4 of a century later, little had modified. GoDaddy’s advert for the 2005 Tremendous Bowl featured voluptuous mannequin Candice Michelle spilling out of a too-tight tank high, feigning embarrassment when her bra strap broke.
Although it’s geared toward ladies, American Eagle’s marketing campaign echoes that aesthetic. A number of the adverts give attention to Sweeney’s particular person physique elements, together with her chest and buttocks, and a number of other of the spots present her performing for and addressing an unseen cameraman.
American Eagle’s isn’t the primary sexually suggestive advert starring Sweeney this yr. In June, she fronted a marketing campaign for Dr. Squatch, selling bars of cleaning soap that contained her bathwater. The push was firmly supposed for the male gaze, with Sweeney mocking “soiled little boys” with a product that smelled like “morning wooden.”
The actor was concerned in every thing from product improvement to inventive technique, Dr. Squatch’s vp of worldwide advertising and marketing, John Ludeke advised ADWEEK on the time.
“Ladies additionally love Sydney Sweeney,” he stated. “Whereas there could also be some individuals who say they don’t just like the idea, total, what we’ve heard is individuals admire a lady who’s in energy, who’s in management, who’s in a position to have enjoyable and never take themselves too critically.”
American Eagle’s marketing campaign was initially supposed to assist a home violence charity, with 100% of the acquisition worth of Sweeney’s namesake denims going to Disaster Textual content Line, which offers confidential, 24/7 psychological‑well being and home violence assist by way of textual content.
As a substitute, it has develop into one other flashpoint in America’s tradition wars.
It’s a transparent reminder for manufacturers that with out the best checks and balances, even well-meaning work can do extra hurt than good.
