Critics Allege Brand’s Adverts Use Language of Eugenics to Sell Jeans

American Eagle, a US-founded fashion brand, is facing intense backlash over its new campaign, starring 27-year-old actor Sydney Sweeney. The adverts, which have been widely shared on social media, have been criticized for using the language of eugenics to sell denim, with some accusing the brand of promoting a “fascist propaganda” style of marketing.

The campaign, which was released earlier this week, features Sweeney posing in a denim shirt and baggy jeans, with a voiceover saying: “Sydney Sweeney has great jeans.” However, the text on the poster reads “Sydney Sweeney has great genes jeans,” sparking accusations that the brand is using a form of eugenics to sell its products. Critics have pointed out that the use of the word “genes” in the context of selling jeans is a clear reference to the ideology of eugenics, which was used to justify the forced sterilization and marginalization of certain groups of people in the past.

The campaign’s focus on Sweeney’s body, particularly her breasts, is also problematic. In one clip, the camera zooms in on her breasts, lingering in a way that some have described as “leering and unapologetic.” The camera then cuts back to Sweeney’s face as she shouts: “Hey, eyes up here!” This has led some to accuse the brand of objectifying Sweeney and perpetuating a culture of sexism and misogyny.

Dr. Sarah Cefai, a senior lecturer in gender and cultural studies at Goldsmiths, University of London, has spoken out against the campaign, saying: “What were they thinking, that a white supremacist fantasy has permission to be aired so conspicuously?” Dr. Cefai argues that the campaign is a clear example of how brands are using language and imagery to perpetuate a culture of racism and sexism.

American Eagle has not responded to requests for comment, but the brand’s campaign has sparked a heated debate on social media, with some defending the brand and others criticizing it for its use of language and imagery. Some have pointed out that the campaign’s use of eugenic language is a clear example of how brands are trying to tap into the current cultural zeitgeist, which is marked by a growing interest in eugenic ideology.

The controversy surrounding American Eagle’s campaign comes at a time when the US is witnessing a cultural shift centering whiteness and more conservative gender roles. The brand’s decision to tailor its campaign to the male gaze has been seen as retrograde and even creepy by some. This has led some to accuse the brand of trying to appeal to a narrow and outdated definition of femininity.

However, Jane Cunningham, co-author of “Brandsplaining: Why Marketing is (Still) Sexist and How to Fix It,” suggests that some gen Z-ers may buy into the strategy, seeing it as a way to “own” their sexuality. “Some young people may see this as a way to take control of their bodies and their desires,” Cunningham says. “But for many others, it’s just another example of how brands are trying to exploit and objectify women.”

Others, like Sophie Gilbert, a staff writer at the Atlantic, are skeptical, saying that the campaign feels like a deliberate attempt to provoke controversy and attention. “It’s like they’re trying to be edgy and provocative, but really they’re just being lazy and unoriginal,” Gilbert says.

Since the campaign launched, American Eagle’s stock has shot up almost 18%, suggesting that the brand’s strategy may be working in a business sense. However, critics are calling for the brand to take responsibility for its actions and to consider the impact of its marketing on its customers and society as a whole.

The American Eagle controversy has also sparked a wider debate about the role of brands in perpetuating and challenging societal norms. As brands continue to push the boundaries of what is acceptable in advertising, it’s clear that the conversation around eugenics and sexism is far from over.