Is being blonde offensive? Woke critics are losing their minds over “great jeans” ad

By Annie Black  

Nevada News and Views

American Eagle just launched its biggest ad campaign ever, and boy, did it stir the pot.

The star? Actress Sydney Sweeney, best known for her roles in Euphoria and The White Lotus. The tagline? “Sydney Sweeney Has Great Jeans.”

Catchy, right? It’s a playful nod to both denim and, well, good looks. Well, not everyone saw it that way.

Some folks on social media immediately pounced, claiming the campaign was sending “fascist-coded” messages.

They claimed the phrase “great genes” reminded them of eugenics and old propaganda, even comparing it to Nazi-era messaging, pointing out Sweeney’s blonde hair and blue eyes.

Seriously? If you ask most people, they’d probably say it’s just a pun in a denim ad.

Critics Say It’s Too Sexy for the Cause

The campaign also caught heat because it’s tied to a domestic violence charity. Proceeds from the “Sydney Jean” go to Crisis Text Line, which helps survivors. Critics say the way the ad was shot didn’t sit right.

In one promo, the camera pans to Sweeney’s chest as she says, “great genes… I mean jeans,” followed by a wink and “eyes up here.”

Critics called it “gross” and “tone-deaf,” arguing that using sex appeal to sell jeans while promoting a domestic violence charity sends a mixed message.

But the Numbers Don’t Lie

Despite all the noise, the campaign has been a smash hit.

American Eagle’s stock jumped between 10 and 18 percent after the launch, adding over $200 million to its value. The jeans sold out online within hours.

Times Square and Las Vegas lit up with giant 3D billboards. Sweeney’s 25 million Instagram followers helped push the message far and wide.

People clearly paid attention — and they bought in.

A Shift Away from “Woke” Branding?

This campaign marks a big change for American Eagle. Not long ago, their Aerie brand was focused on body positivity, with unedited photos and diverse models. This new campaign is all about a single, conventionally attractive celebrity.

To some, that’s a betrayal of what the brand used to stand for. But like it or not, it’s working for the brand.

Why It’s About More Than Jeans

This isn’t just about fashion. It’s about the bigger fight over culture, media, and what companies are willing to stand for — or walk away from.

For the last few years, we’ve watched companies fall all over themselves trying to please the loudest voices on social media.

Remember Bud Light’s disaster with Dylan Mulvaney? Or Target’s pride merchandise controversy? American Eagle seems to be testing the waters with a different strategy: Ignore the mob, sell the product.

That’s a big shift. And if more brands see results like this, they may follow suit.

Final Word

So far, neither American Eagle nor Sydney Sweeney has commented on the backlash. Honestly, they might not need to.

The campaign’s already a win on the balance sheet. Whether it’s a win for the culture war? That depends on who you ask.

One thing’s clear: “woke marketing” isn’t the only game in town anymore.

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Annie Black is a former Mesquite City Councilwoman and former Nevada State Assemblywoman