“SYDNEY SWEENEY HAS GREAT JEANS.”
That was the slogan that triggered a tidal wave of online controversy.
It all began when American Eagle Outfitters, a popular clothing brand for teens and young adults, released an advertisement campaign with Sydney Sweeney–a 28-year-old actress known for her roles in hit shows like Euphoria and The White Lotus–on July 23, 2025.
Upon first glance, the ad looks like any other. The photos plastered all over the walls of American Eagle stores around the country depict Sweeney in full denim–but the bold words about her great “jeans” were what caught the attention of the masses.
Further red flags were raised by the video portion of the campaign, where Sweeney stares suggestively into the camera and recites a short monologue.
“Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue,” Sweeney said.
People were quick to criticize the implied message that Sweeney, with sweeping blond hair and bright blue eyes, has great “genes.” The slogan seemed to suggest that Caucasian genes were the best genes, and internet discourse ran rampant.
Many saw undertones of eugenics ideology–the belief that the human race can be improved by selective breeding. Historically, this has been linked to atrocities against minority groups. Meanwhile, others saw this as an overreaction to an innocent ad.
One month later on August 19, the large clothing retailer, Gap, came out with a jeans advertisement campaign of their own. It featured global K-Pop girl group, KATSEYE, in a 60-second video of them dancing to the iconic 2003 song “Milkshake” by Kelis.
This video instantly took the internet by storm, garnering over 35 million views within a month.
KATSEYE is comprised of six members, all of whom are mixed race or people of color. The diverse nature of this group is a large contributor to their skyrocketing success.
Their message was in direct contrast to the American Eagle ad.
“This is denim as you define it. Your individuality. Your self-expression. Your style. Powerful on your own. Even better together,” the video posted by Gap is captioned.
There is a reason why the Gap ad resonated with audiences all around the world. Showcasing a diverse definition of beauty, not limited by one particular race, was powerful. Many people, no matter their ethnic background, felt empowered by the dynamic performance by KATSEYE.
Some may argue that American Eagle did not have any malicious intent; however, CEO Jay L. Schottenstein made a statement to The Wall Street Journal saying, “You can’t run from fear. We stand behind what we did.”
By not denying the racist implications, it amplified the connotation that white genes are superior to others.
Although celebrating one person’s beauty does not diminish the beauty of others, I believe the way the American Eagle ad was handled was distasteful.
In a world that’s already so divided, I think it’s important now more than ever to be conscious of the kind of messaging that is being spread in our society. In light of current events, such as Donald Trump dismantling DEI (Diversity, Equity, Inclusivity) initiatives, we need to be vocal about calling out racism in all shapes and forms.
When people speak out on issues they feel strongly about, those are the first steps in change being made.
Powerful on your own. Even better together.