The latest American Eagle campaign starring Sydney Sweeney was designed to grab attention. It did exactly that, though probably not in the way the brand intended. What was pitched as a celebration of denim and a charitable cause related to domestic violence quickly turned into a flashpoint for cultural criticism. At the center of it all stood a young, white actress, a pun about “great genes,” and a troubling lack of awareness about the moment we are in.
The ad is slick. It shows Sweeney zipping up her pants in a sultry manner. She references her “great genes” before playfully clarifying she meant “jeans.” It was meant to be cheeky. But in a country grappling with deeply racialized tensions, rolling back rights for marginalized communities, and reframing the meaning of equality altogether, the message hit a nerve.
Cultural Context Matters
Right now, America is not in a neutral place. From the top down, policies have begun dismantling diversity, equity and inclusion efforts across schools, workplaces and media. Entire DEI departments have been defunded or outright banned. Immigration crackdowns have intensified, with mass raids and deportations breaking apart families. Reproductive rights, particularly for Black women, are under siege in many states. When a campaign leans into language about genetic superiority (especially through a blue-eyed, blonde-haired muse), it cannot be divorced from the social and political climate surrounding it.
This kind of messaging is dangerous to our already fragile cultural climate. The idea of having “great genes” in this context feels reminiscent of a long and painful history of exclusion, eugenics and white beauty standards being celebrated as default. It may have been unintentional, but ignoring how language lands with audiences today is tone deaf.
Missed Opportunity for Meaningful Advocacy
The campaign also claims to raise awareness for domestic violence. The “Sydney Jean” featured in the launch includes a butterfly symbol and a portion of the proceeds go to the Crisis Text Line. But this aspect of the campaign was not clearly communicated. There was no strong visual storytelling around domestic violence, no survivors’ voices elevated, no clear resources shared. Consumers were left with an impression that was far more about image than impact.
Domestic violence is a devastating and urgent issue, particularly among Black women who face higher rates of intimate partner violence and fewer institutional protections. A campaign that aims to engage with this topic should have led with empathy, care and visibility. Instead, the focus was placed squarely on aesthetics and ambiguity.
Style Outweighing Substance
Sweeney’s star power has been rising. She is talented, stylish and increasingly in demand. But even the most well-known names should not be shielded from critique when their likeness is used in messaging that excludes or alienates. The campaign feels less like an earnest effort to raise awareness and more like a play for controversy. Some media outlets have even suggested it was designed to provoke outrage, drawing traffic and attention no matter the fallout.
This kind of marketing may generate clicks, but it leaves behind the idea of trust in a brand. Communities, especially Black communities, are tired of being an afterthought in brand storytelling. We want to be centered, not sidestepped. That means inviting diverse perspectives into the creative process from the beginning and refusing to prioritize profit over people.
The Idea Behind Inclusivity
Inclusion is not “trendy.” It is a commitment that requires thought, care and accountability. When brands enter conversations about race, gender, or social justice, they have to do so with a clear understanding of the responsibility that comes with their platform. If American Eagle truly wants to support women affected by domestic violence, then that must show up clearly in the storytelling, not hidden behind denim and double meanings.
There was a chance here to do something meaningful. The brand could have featured a cast of diverse women, spoken openly about domestic violence, and positioned the campaign within a framework of empowerment and healing. That version of the ad might not have gone viral, but it would have done something far more important. It would have shown that American Eagle was listening. Instead, the brand further pushed the narrative that “white is right,” whether intentionally or unintentionally.
This American Eagle ad was a reminder that we are still living in a culture where whiteness is too often the default and where issues affecting communities of color can be minimized or erased. The timing was wrong. The message was muddled and the room was not read. We deserve campaigns that see us, speak to us and respect us. This one didn’t even make an attempt to.