How American Eagle Used Eugenics Controversy to Catapult Its Sydney Sweeney Campaign Into Viral Fame

American Eagle has always walked a tightrope between mainstream appeal and youthful rebellion. But its latest marketing campaign featuring actress Sydney Sweeney has sparked a firestorm that the brand seems more than willing to ride—straight to viral success.

The jeans commercial, which features Sweeney in a sun-drenched Americana setting wearing the brand’s new high-rise flare denim, was initially praised for its nostalgic, 90s-inspired aesthetic and Sweeney’s star power. But the campaign took a sharp turn when internet sleuths and critics pointed out unsettling undertones tied to eugenics and retrograde beauty ideals.

The Spark of Controversy

At the heart of the backlash is a line from the campaign’s press materials that praised the casting of Sweeney as someone who represents “natural, timeless American beauty.” That language, paired with visuals invoking a heavily filtered version of mid-20th century suburbia, drew criticism for allegedly echoing language historically used in eugenics movements to promote narrow ideals of desirability.

While American Eagle quickly denied any intentional references to eugenics or racialized ideals, the damage—or perhaps the opportunity—had already been done. Social media erupted. Think pieces rolled out across lifestyle and culture blogs. TikTok creators broke down the campaign frame-by-frame. The result? Millions of impressions and a flurry of digital engagement.

Viral by Design?

Some marketing insiders believe the outrage may have been part of a calculated strategy.

“Brands have figured out that controversy gets more eyeballs than consensus,” said Kyle McCarthy, a growth marketing expert. “American Eagle’s campaign likely went viral because of the eugenics controversy—not in spite of it. The internet rewards attention, not nuance. But is the short-term virality really worth the potential long-term damage to the brand?”

Indeed, within days of the controversy exploding, Google searches for “American Eagle Sydney Sweeney ad” spiked, and the campaign’s denim line saw a measurable uptick in sales, according to sources close to the retailer.

A New Playbook for Old Brands

American Eagle is no stranger to youth culture. For decades, it’s targeted high schoolers and college students with aspirational but accessible fashion. But today’s Gen Z consumers are notoriously skeptical of traditional advertising—and more likely to engage with a brand they feel is “part of the conversation,” even if that conversation is steeped in outrage.

The campaign’s rollout seemed to embrace this ethos, offering no immediate apology or retraction. Instead, American Eagle leaned into the noise, reposting user content, sharing behind-the-scenes footage with Sweeney, and doubling down on its branding message of “timeless freedom.”

Whether intentional or not, the backlash transformed a simple denim ad into a case study in virality. And while the ethical implications of leveraging controversy for clicks remain debated, there’s no question the strategy—provocative or accidental—worked.

The Bottom Line

American Eagle’s Sydney Sweeney campaign may have touched a nerve, but it also tapped into a powerful truth about the modern marketing landscape: controversy converts. As brands continue to test the boundaries between provocation and offense, expect more campaigns that dance dangerously close to the line—and sometimes cross it.