American Eagle’s new ad campaign, featuring actress Sydney Sweeney in jeans, has sparked controversy over its comments on genes and identity. The brand’s proceeds from the $89.99 jeans will go to a domestic violence help line.
Fashion critic Rachel Tashjian and Style Memo writer Shane O’Neill discuss the ad campaign, saying it’s scattershot and unclear in its messaging. The images feature Sweeney looking femme and butch, with some critics accusing the brand of catering to the male gaze.
The most provocative part of the campaign is when Sweeney talks about genes, which has led to accusations of pro-eugenics sentiment. Critics say this aligns with the brand’s values, reminiscent of the US government’s recent racist posts on Instagram.
The ad campaign has also drawn comparisons to older fashion brands, such as Calvin Klein and American Apparel, known for their provocative imagery. However, many have criticized the new campaign for being regressive, promoting a vision of sexuality and fashion that feels out of touch with modern values.
Sweeney’s popularity across the political spectrum has sparked debate over her role in perpetuating this image. Some argue she is an inspiration, while others see it as unattainable and exclusive.
Ultimately, the success of the ad campaign lies in its ability to spark controversy and conversation. As economic uncertainty persists, brands may learn that leaning into controversy can lead to a significant stock jump like American Eagle’s recent 18% increase.
Source: https://www.washingtonpost.com/style/2025/07/28/sydney-sweeney-american-eagle-ad