Actress Sydney Sweeney has found herself at the centre of a heated debate after an advertisement for American Eagle was accused of promoting eugenics. The campaign, which features the Euphoria star modelling jeans, has drawn criticism for its perceived glorification of selective breeding and genetic superiority.
Critics argue that the imagery and messaging in the ad evoke harmful ideologies linked to eugenics, a discredited pseudoscience that advocates for the improvement of the human population through controlled breeding. Social media users were quick to point out the unsettling undertones, with many calling for the brand to address the controversy.
Public Reaction and Backlash
The backlash was swift, with outraged consumers taking to platforms like Twitter and Instagram to express their disapproval. "This is not just fashion—it's dangerous messaging," one user wrote. Others accused American Eagle of tone-deaf marketing, particularly given the historical weight of eugenics and its association with discriminatory practices.
Sweeney, who has yet to publicly comment on the controversy, has previously been praised for her roles in hit series like The White Lotus and Euphoria. However, this latest incident has put her in an unfavourable spotlight.
Brand Response
American Eagle has not issued an official statement regarding the accusations. The brand, known for its youthful and inclusive marketing, now faces scrutiny over whether it will retract or defend the campaign.
This controversy highlights the fine line brands must walk in their advertising strategies, especially when dealing with sensitive historical and social issues. Whether American Eagle will address the outcry remains to be seen.
