Thanks to a lazy pun that’s as uninspired as the jeans it’s meant to sell, a series of American Eagle Outfitters ads starring 27-year-old actor Sydney Sweeney have sparked a culture war.
In one of several videos associated with the retailer’s campaign, the accomplished performer who also happens to be a blond bombshell says, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue,” she says, as the camera pans from her blue denim outfit to her blue eyes.
In another video, Sweeney defaces an American Eagle billboard that reads “Sydney Sweeney has great jeans,” crossing out the word “jeans” and replacing it with “genes.”
Jeans. Genes. Get it? Of course you do. It’s as basic as it gets. But that didn’t stop folks from assigning incredible complexity to the ads.
American Eagle Outfitters is now accused of leaning into the language of eugenics to sell its mall wear. Eugenics is the absurd and bigoted theory that the human race can be perfected (i.e. made more Caucasian) through selective breeding. Eugenics gained traction in the early 20th century, most notably in Nazi Germany, where Hitler sought to create a master Aryan race, perpetrating unspeakable atrocities including the Holocaust.
Now there’s an argument across social media: Did Sweeney and the retailer play fast and loose with eugenics to sell jeans? Or is it just another distraction from a much scarier reality that “the great replacement theory” — a touchstone conspiracy among white supremacists that an “inferior” non-white population will displace them — is driving American policy and state-sanctioned actions? I pick Option 2.
Sleuthing for hidden white-power messaging in an otherwise playful commercial is easier than contending with the militarized xenophobia right in front of us. It’s happening on our streets, where immigrants with no criminal record are being kidnapped, then locked up and, in many cases, deported with no due process.
Too heavy? Let’s get back to the jeans/genes (again, who thought this pun was clever?). Commentary about the ad has proliferated across social media, where lefties, MAGAs and nondenominational Sweeney haters are chiming in, calling the ad a “Nazi dog whistle,” an excuse for a “woke freak out,” more evidence that “Western ideals of beauty” still dominate, and indisputable proof that Sweeney should remain a perennial target for those who still can’t separate the actor from the insufferable characters she played so well on “Euphoria” and “White Lotus.”
The American Eagle Outfitters’ fall campaign features “the Sydney Jean,” which was created in partnership with Sweeney, and revenue from sales of the jeans will be donated to the Crisis Text Line. According to its website, it’s a “nonjudgmental organization that champions mental well-being and aims to support people of every race, ethnicity, political affiliation, religion, age, sexual orientation, gender identity, disability, socioeconomic status, and other backgrounds.”
Hardly Third Reich fare.
Yet the clothing line’s ad has been called “regressive” and racist, and one critic wrote in Slate: “These days, a blond, blue-eyed white woman being held up as the exemplar of ‘great genes’ is a concept that maybe shouldn’t have made it past the copywriters room.”
Never missing a chance to complain about complainers, White House communications manager Steven Cheung posted: “Cancel culture run amok. This warped, moronic and dense liberal thinking is a big reason why Americans voted the way they did in 2024. They’re tired of this bull—.” Former Fox News host Megyn Kelly took the opportunity to troll the opposition when she wrote Tuesday on X, “I love how the leftist meltdown over the Sydney Sweeney ad has only resulted in a beautiful white blonde girl with blue eyes getting 1000x the exposure for her ‘good genes.’”
It’s not the first time Sweeney’s actions have been used as fodder in a culture war. Her 2024 hosting gig on “SNL” included a sketch where she was dressed as a Hooters waitress, complete with ample cleavage. The skit satirized her standing as a sex symbol. MAGA bros saw it as the end of woke because Sweeney is “hot” and she made a joke about her boobs. Yes, even that was politicized.
So now that I’ve spent all this space explaining the unnecessary freak-out over a jeans ad, can we focus on a campaign that should spur just as much, if not more, condemnation?
The Department of Homeland Security has been posting images on its X account with captions that the father of eugenics, Sir Francis Galton, would have approved. On July 23, the DHS posted an image of a 19th century painting titled “American Progress” depicting Manifest Destiny, the religious belief that it was the right and duty of the United States to expand from the Atlantic Ocean to the Pacific Ocean. The DHS caption (with its curious usage of uppercase letters): “A Heritage to be proud of, a Homeland worth Defending.” If you aren’t Indigenous, of course.
A week or so before that, “A Prayer for a New Life,” artist Morgan Weistling’s westward-expansion-era scene featuring a white family in a covered wagon making their way across golden plains. The DHS shared the image with the caption, “Remember your Homeland’s Heritage.” Aside from getting the name of the painting wrong, they inferred that this was the heritage we all share. There was no footnote for First Lady Melania Trump, Sen. Marco Rubio, Trump advisor Stephen Miller, Vice President JD Vance’s wife, Usha, SCOTUS’ Clarence Thomas and millions more whose American origin story doesn’t resemble “Little House on the Prairie.” So can we freak out about that, instead?
Apparently not, because now armchair Nazi hunters are pivoting to a Dunkin’ Donuts ad featuring “The Summer I Turned Pretty” star Gavin Casalegno, who delivers a tongue-in-cheek monologue about his role as the “king of summer.”
“Look, I didn’t ask to be the king of summer, it just kinda happened,” he says. “This tan? Genetics.”
Maybe just stick with the Ben Affleck Dunkin’ ad, where nary a g-word is spoken.
The post Commentary: Sydney Sweeney’s jeans pun is not a ‘Nazi dog whistle,’ but that DHS campaign? It might be appeared first on Los Angeles Times.
