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.
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.
