American Eagle’s new denim advertisement, featuring actress Sydney Sweeney, has stirred up controversy by seemingly referencing eugenics in its messaging. Viewers of the ad have questioned why the company chose to feature a blonde-haired, blue-eyed woman to declare how great her “jeans/genes” are. To me, the timing of this commercial is no coincidence– there’s a whole lot of hate in America right now, and there’s no doubt in my mind that advertisements like this are simply adding fuel to the fire.
The video that has ignited discussion stars Sweeney, wearing the brand’s most recent jean collection, as the camera fixates on her body. Her voice echoes over the footage, stating, “genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.”
At first, Sweeney’s “great jeans” advertisement didn’t mean much to me. I initially deemed the ad more so confusing rather than offensive. I didn’t think the wordplay between “genes” and “jeans” worked, but now, I’ve decided the issue goes much deeper than what I thought was weak writing. The ad capitalizes on the the same hate and insensitive language being directed toward marginalized groups across the country. Perhaps if the American Eagle commercial included a blurb about how jeans can be catered to each individual, similar to how our genetic makeup is unique to our individual selves, the ad would’ve been clearer in its mission to advertise “great jeans.”
American Eagle has since made a statement, which certainly did not lessen any backlash. The brand claims the commercial “is and always was about the jeans,” which to me, lacks explanation and accountability. Influencers and others “defending” the corporation are not making the situation any better, either. Many people, in their responses, have conveyed the same problematic agenda the advertisement was accused of, essentially stating we should see more white, blonde Americans starring in commercials.
Sweeney herself has not spoken about the ad, but amid all the public fixation, additionally it’s come to light that she is registered to vote as a Republican. All things considered, some of the narratives surrounding whiteness and identity in President Donald Trump’s Republican Party can be hurtful to those who do not identify with the party’s ideals. In this political climate, Sweeney’s voting affiliations have not eased people’s doubts about the ad “just being about jeans.”
Since facing backlash, many people have also pointed out a Dunkin Donuts commercial that follows a similar script. Both ads include the word “genetics,” and use Western ideals of beauty to sell their products. This has made many people uncomfortable, and even I’ve found myself questioning the timing of these ads. Whether the companies had malicious intentions or not, I believe there’s a distinct pattern of companies using harmful language to sell products.
I will say, it is a difficult time to live in America. Coming from someone who is not white, I see how ads like this contribute to already hurtful and insensitive conversations and rhetoric. While the American Eagle commercial doesn’t outright offend me personally, I believe now is a great time for people to remember that American Eagle is a company, and a company’s only goal is to sell products. American Eagle does not care about the morality behind their advertisements; they care if their stock increases or decreases. It’s important to remember that if you don’t support a company’s actions, you can avoid purchasing their products.
