Sydney Sweeney’s ‘great jeans’ have become a hot topic on social media. And, it has nothing to do with the stitching or fabric quality. While American Eagle is facing backlash, some Indian commentators call it a “calculated move” to spark engagement.
American Eagle’s latest campaign’s tagline — “Sydney Sweeney has great jeans” — plays on the word ‘genes’, which naturally leads viewers to think about the genetics of the blonde-haired, blue-eyed woman.
“Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My genes are blue,” the actor says in one of the commercials.
The campaign has sparked backlash online.
Some social media users have accused the clothing retailer of promoting “Nazi propaganda” and eugenics, which is a discredited scientific theory but popular among white supremacists, according to whom, the human race could be improved by breeding out less desirable traits.
However, American Eagle defended the campaign saying that it is only about jeans. “‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way,” the brand said in a statement on Saturday.
“Great jeans look good on everyone,” the statement added.
Eugenics
The term was coined in 1883 by British explorer Francis Galton, who believed that traits like health, intelligence, and even moral behaviour were determined by genes and linked to race. He promoted the idea that so-called “superior” races should be encouraged to reproduce, while “less suitable” ones should not.
Galton and others saw certain physical and social traits as more valuable, tying a person’s worth to their genetics.
The application of eugenics has caused serious harm to marginalised communities across history.
In early 20th-century America, the theory gained widespread support. Its most extreme and devastating use occurred during the Holocaust. The Nazis embraced eugenics, calling it “racial hygiene”, and used it to justify horrific policies against the Jews, people with disabilities, and other minority groups.
Adolf Hitler combined eugenics with racist ideology, using it as a foundation for Nazi persecution and genocide.
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‘A calculated move’
PR and communications expert Dilip Cherian finds it hard to believe that American Eagle’s wordplay was accidental.
“They’re not foolish. This was a calculated move to spark excitement and engagement, especially given the current mood in America where the ‘woke’ crowd is on the run,” he said.
While Cherian admits the campaign may come off as distasteful, he said it’s achieving brand visibility with a new audience.
“Young people may be both amused and put off by it, but at this price point, American Eagle likely knows exactly which demographic they’re targeting,” Cherain said.
“There’s a certain kind of product this approach works for,” he added. “Jeans have always been symbols of rebellion. This wouldn’t fly with ice cream, but it might work for tequila. Not so much for whiskey.”
In Cherian’s view, the brand anticipated the backlash and is probably enjoying the controversy. “I’d bet this was all part of the plan”..
Many are praising the ad’s political message, seeing it as a pushback against overly “woke” marketing.
It’s the latest example of the growing divide over “wokeness”, as conservative culture makes a comeback.
In recent years, Right-leaning voices online have supported media that highlights traditional white American beauty standards. This shift is also reflected in rising trends of decline of the body positivity movement, and the growing popularity of the tradwife lifestyle in pop culture.
Indian brands shouldn’t take inspiration
The American Eagle backlash comes after Pepsi, in 2017, faced the heat for a TV ad where model Kendall Jenner leaves a photoshoot to join a protest, before offering a police officer a can of soda.
Many viewers felt the ad made light of serious protests against police violence toward Black people.
Pepsi later apologised and took down the ad.
Though the American Eagle ad has captured attention worldwide, Indian brands and agencies shouldn’t take any inspiration. They should keep their distance from tricky humour and topics.
As India is not for beginners, humour is for advanced economies.
Views are personal.
(Edited by Aamaan Alam Khan)