A new American Eagle ad campaign centered around stunning star Sydney Sweeney has garnered controversy over what one critic called ‘one of the loudest and most obvious racialized dog whistles we’ve seen and heard in a while.’
The A-list actress, 27, is the face of the label’s autumn advertising rollout, which has the tagline, ‘Sydney Sweeney Has Great Jeans.’
In a series of images, the Spokane, Washington-born beauty – who is set to play boxer Christy Martin in an upcoming biopic already garnering Oscar buzz – is seen modeling a variety of denim-based ensembles.
The choice of phrasing for the advertising featuring the Emmy-nominated actress garnered criticism for what some critics said were problematic elements in the messaging.
The phrase ‘great genes’ is ‘historically used to celebrate whiteness, thinness and attractiveness,’ which it said made ‘this campaign seem to be a tone-deaf marketing move,’ a Salon report on the backlash read.
Daily Mail has reached out to reps for Sweeney and American Eagle for further comment on the story.
A new American Eagle ad campaign centered around stunning star Sydney Sweeney, 27, has garnered controversy over what critics say is an ugly allusion to racial superiority
The Emmy-nominated actress is the face of the label’s autumn advertising rollout, which has the tagline, ‘Sydney Sweeney Has Great Jeans’
An TikTok user named Angie under the handle @vital_media_marketing reviewed the ad and pointed out what she felt were problematic elements with the underlying message.
Said Angie, ‘As it’s paining up her body and on her face and her features, she’s literally talking about her family tree and the genetics that have been handed down to her, her blonde hair and her blue eyes, and how great they are.’
Angie said that ‘praising Sydney Sweeney for her great genes in the context of her white blonde hair, blue eye appearance’ makes for ‘one of the loudest and most obvious racialized dog whistles we’ve seen and heard in a while.’
Many people panned the tone of the ad campaign on American Eagle’s Instagram page, as one user quipped, It’s giving “Subtle 1930’s Germany.”‘
Another user echoed, ‘Close enough, welcome back 1930s Germany.’
One person said the promotion ‘is what happens when you have no [people] of color in a room … particularly in a time like this.
‘This ad campaign got so caught up in this “clever” play on words and this stunt the ppl in the room missed what was so blatantly obvious to anyone not White. I’d expect this from Abercrombie… but not yall.’
One user wrote of the promotion featuring the surging star, ‘This is such a f****d up campaign’ while another called it ‘weird as hell.’
American Eagle’s choice of words in the campaign garnered heavy scrutiny
The campaign was criticized by a number of people online, who said it had clear racial undertones
In a series of images, the Spokane, Washington-born beauty was seen modeling a variety of denim-based ensembles
Others vented about the message they felt the campaign inherently sent, as one said they were ‘never shopping at AE again’ while another asked the fashion house, ‘What are you doing???’
One Instagram user speculated, ‘This has to be rage bait,’ while another suggested the clothing retailer ‘read the room…’ in reference to the current campaign.
Another user asked, ‘Who on your marketing team said this was a good idea.’
Sweeney said in a July 23 news release about the fall campaign: ‘There is something so effortless about American Eagle – it’s the perfect balance of being put-together but still feeling like yourself.’
The Euphoria star continued: ‘Their commitment to creating pieces that make you feel confident and comfortable in your own skin is something that resonates with me.
‘It’s rare to find a brand that grows with you, the way American Eagle has for generations.’
The Once Upon a Time… in Hollywood actress wrapped up in saying, ‘They have literally been there with me through every version of myself.’
Sweeney said in a July 23 news release about the fall campaign: ‘There is something so effortless about American Eagle – it’s the perfect balance of being put-together but still feeling like yourself’
The Christy actress said of the fashion brand: ‘They have literally been there with me through every version of myself’
American Eagle Outfitters president Jennifer Foyle opened up the ad campaign, which is slated to raise money for domestic violence charities, in the news release.
‘This fall season, American Eagle is celebrating what makes our brand iconic – trendsetting denim that leads, never follows,’ Foyle said. ‘Innovative fits and endless versatility reflect how our community wears their denim: mixed, matched, layered and lived in.
The fashion executive explained why Sweeney made for the perfect focal point of the promotion.
‘With Sydney Sweeney front and center, she brings the allure, and we add the flawless wardrobe for the winning combo of ease, attitude and a little mischief,’ Foyle said.
