Former US President Donald Trump has publicly endorsed actress Sydney Sweeney following widespread backlash over her American Eagle advertisement, which features a contentious wordplay involving “genes” instead of “jeans.” The Emmy-nominated star’s commercial has ignited debates touching on race, beauty standards, and political affiliations.
The Controversy: ‘Genes’ or ‘Jeans’?
On 23 July, American Eagle launched an advertising campaign featuring Sydney Sweeney, known for her roles in Euphoria and The White Lotus. The commercial prominently displayed the slogan: “Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour. My jeans are blue.”
The pun, substituting “genes” for “jeans,” quickly drew criticism on social media platforms. Many commentators expressed concern that the wordplay, delivered by a blonde-haired, blue-eyed actress, evoked associations with eugenics a discredited ideology advocating selective breeding to ‘improve’ humanity. Critics argued the ad inadvertently reinforced Western beauty standards that prioritize certain genetic traits.
Conservative voices, however, defended Sweeney and decried the backlash as an overreach by “woke” critics. The debate intensified after reports surfaced confirming Sweeney’s registered Republican status in Florida as of 2024. Trump’s subsequent public endorsement further amplified the discussion.
“Sydney Sweeney, a registered Republican, has the HOTTEST ad out there,” Trump wrote on his social media platform Truth Social. “Go get ’em Sydney!”
Sweeney herself has yet to publicly comment on the controversy.
American Eagle’s Response and Market Impact
In response to the burgeoning discourse, American Eagle released a statement reaffirming the straightforward intent of the advertisement.
“The campaign is and always was about the jeans,” the company said. “Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
Since Trump’s remarks surfaced on Monday, American Eagle’s stock has seen a notable surge, rising as much as 20% in trading. Marketing experts attribute this jump partly to the high visibility and social media buzz generated by the advertisement.
Allen Adamson, co-founder of marketing consultancy Metaforce, told the BBC, “It is exponentially harder than it was years ago to succeed in marketing. Getting consumers to share ads on social media isn’t easy,” he explained. “American Eagle nailed it by creating a campaign that is being shared widely whether for praise or controversy. That kind of engagement is worth ten or even twenty times what they invested in the ad.”
Sydney Sweeney’s Political Affiliation and Public Reaction
Records indicate Sydney Sweeney has been registered as a Republican in Florida since 2024, though she has generally refrained from political commentary. The actress attracted media attention in 2023 after images from her mother’s birthday celebration circulated online, showing some guests wearing “Make America Great Again” hats associated with the Trump-era Republican base.
At the time, Sweeney urged the public to “stop making assumptions” and cautioned against politicizing what she described as an “innocent celebration.” Later, in a GQ interview, she expressed frustration over how the incident was magnified. “Honestly, I feel like nothing I say can help the conversation,” she said. “It’s been turning into a wildfire, and nothing I can say will take it back to the correct track.”
Her political views remain private, but her registration as a Republican is now a focal point of the ongoing discourse surrounding the American Eagle ad.
Trump Weighs In: Boost for Sweeney and the GOP
During a press engagement on Sunday, Trump was asked about Sweeney’s political registration. “You’d be surprised at how many people are Republicans,” Trump responded when informed about the actress’s affiliation.
He then added, “If Sydney Sweeney is a registered Republican, I think her ad is fantastic.”
Conservative media outlets had already begun to spotlight the advertisement as a political flashpoint, framing it as both a savvy promotional move by American Eagle and a subtle endorsement of Republican values.
Broader Implications: Advertising, Race, and Political Polarization
The American Eagle controversy highlights the increasingly complex intersection of advertising, identity politics, and social media-driven activism in the United States. Marketing campaigns now face heightened scrutiny over their cultural and political resonance, with consumers and advocacy groups quick to interpret messages beyond their commercial intent.
Dr. Carla Jennings, a communications professor specializing in media ethics at the University of Southern California, notes, “In today’s polarized environment, brands must navigate a minefield when crafting messages that touch even tangentially on identity or genetics. The ‘genes’ pun, while clever, unwittingly surfaced historical anxieties linked to racial purity and eugenics, which remain highly sensitive subjects.”
She further explained, “This incident exemplifies how a simple marketing effort can become a lightning rod for broader debates on race, privilege, and political identity.”
Historical Context of Eugenics and Western Beauty Standards
The unease stems from the disturbing legacy of eugenics in the 20th century, which promoted selective breeding to propagate ‘desirable’ traits, often aligned with Eurocentric standards such as fair skin, blonde hair, and blue eyes. These ideas fueled discriminatory policies and human rights abuses worldwide.
Though American Eagle’s ad focused explicitly on its product, the unintentional evocation of genetic inheritance prompted valid cultural critiques. Western beauty ideals have long been critiqued for marginalizing diverse expressions of beauty and perpetuating racial hierarchies.
Future Outlook: Navigating Sensitive Marketing in the Digital Age
The saga underscores the critical need for brands to anticipate and understand the socio-political connotations embedded in their messaging, especially when leveraging puns or references that may resonate differently across demographics.
As social media platforms amplify consumer reactions, companies face heightened accountability and rapid feedback loops. The stakes are high controversial campaigns can either enhance brand visibility or provoke damaging backlash.
Industry analysts suggest American Eagle’s case may serve as a cautionary example and a study in how controversy can translate into commercial gains, at least in the short term.
“Whether the ad is loved or loathed, it’s engaging consumers,” Adamson said. “That’s the objective of marketing, even if it means sparking debate.”
Conclusion
Sydney Sweeney’s American Eagle advertisement, praised by Donald Trump and defended by the company, remains a flashpoint in ongoing conversations about race, politics, and culture in advertising. The episode reflects the delicate balance brands must strike amid America’s evolving social landscape and the potent power of social media discourse. As consumers continue to demand awareness and sensitivity, the marketing industry faces growing pressure to adapt with creativity and cultural competence.
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