It’s been four months since the release of an American Eagle (AE) ad featuring popular actress Sydney Sweeney. The ad showcased blonde and blue-eyed Sweeney in AE jeans with the words “Sydney Sweeney has great jeans” stamped across the ad, creating a play on words that alluded to the fact that Sydney’s jeans, or “genes,” were superior. The ad has left an effect on viewers that we can still see the fallbacks from. Now that a few months have passed and the ad has fallen out of the spotlight, it’s important to reflect on what the ad means and how we interpret the media. What crosses the line between marketing jeans and marketing superior genes?
Director of Equity Community and Belonging Dr. Kelly Jackson said that the ad made her “feel concerned about how easily harmful stereotypes can slip into mainstream culture under the guise of ‘humor’ or ‘wordplay.’ Students are especially attuned to representation and exclusion, so some might immediately feel that their identities are being erased or devalued by what the ad implies. Discussing these ads is important because it helps us unpack how bias shows up subtly in pop cultures and why inclusive storytelling matters.”
Outside Marlborough, critics claim that the ad reinforced ideals of eugenics and white supremacy because the clip drew attention to Sweeney’s prominent features. On social media platforms, various comments have circulated, debating whether or not the ad implies a double entendre. AE shared a statement on Instagram, attempting to rectify doubts about their messaging. “We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way,” the post said. “Great jeans look good on everyone.”
Though American Eagle claims that there was no intention of offending people, it’s important to note that mass media is a crucial tool used by companies to promote their products. When advertising, every company thoroughly plans out everything they say and do, and their potential fallouts, meaning that American Eagle planned on the fact that millions of people would see the advertisement, including those with a heavy influence on society. On Aug. 24, President Donald Trump even commented on the ad on Truth Social, saying “Go get ’em Sydney. Being WOKE is for losers, being Republican is what you want to be.”
Presidential involvement in non-political matters is rare, especially through the use of social media. Media Literacy and Production Department Head Erick Huezo commented on this infrequent occurrence.
“These are unprecedented times where in no place in previous history, aside from our current president, would a president even make a public statement about an advertisement that has nothing to do with running the country,” Huezo said.
Across social media, the AE ads parked tension about racism, inclusion and diversity. While some are offended by the advertisements, others believe that, while they can be perceived as harmful, they were likely only produced to increase discussions about Sweeney and AE in the media.
“People need to realize we need to stop falling prey [to inflammatory content] because the media is going to try to manipulate your emotions, your feelings and your outrage for clicks,” Huezo said. “This is how these companies can profit.”
Shortly after Sweeney’s ads were released, American Eagle’s stock rose 40%.
Katseye, a popular multi-ethnic pop group, collaborated with The Gap to create an ad dancing to the song “Milkshake” by Kelis in their Gap jeans. The description of the ad: “This is as you define it. Your individuality. Your self-expression. Your style. Powerful on your own. Even better together.” Interpretations of the ads message contrast those of Sweeney’s, for many noted how The Gap promoted jeans and inclusivity.
“I thought it was really cool and empowering,” Ellie ’29 said. “It was really a reminder to me that there is still hope for inclusivity in the media, especially after Sydney Sweeney’s ad was released.”
The media today significantly impacts society and interactions within it. However, we all have the power to say no and identify the harms of the media. The media is such a large component in today’s society and the way we interact with one another. If we can pause, reflect, learn, grow and decide together when things have crossed the line, we can contribute to a much more healthy society. Regardless of your genes, you can wear whatever jeans you want.
