When American Eagle launched its denim campaign featuring Euphoria star Sydney Sweeney, it had all the makings of a viral sensation: a rising Hollywood icon, nostalgic Y2K fashion, and a perfectly social-ready rollout across TikTok and Instagram.
And viral it went—racking up tens of millions of views and spawning countless recreations. But behind the success was a wave of criticism that blindsided the brand and opened a larger conversation about inclusivity, beauty standards, and—unexpectedly—eugenics.
The Viral Moment
Source: hollywoodreporter.com
The campaign’s visuals struck the right balance between polished and personal. Sweeney appeared in low-rise jeans and cropped tops, laughing, dancing, and embodying a care-free, cool-girl vibe that resonated with Gen Z’s love of nostalgia.
The ad quickly became a trend template on TikTok. Fans and influencers imitated the transitions, copied her outfits, and used the same soundtrack in styling videos. Within a week, the hashtag #AExSydney had more than 50 million views.
“The campaign undoubtedly had strong visuals and a viral-ready format,” said Kyle McCarthy, a growth marketing executive. “But what really pushed it into the cultural spotlight was the controversy—especially the backlash over body standards and the conversation around eugenics-adjacent beauty ideals. That discourse made it unavoidable online. Controversy always works for getting attention, but you have to always question if the short-term success is really worth the long-term damage to your brand. People don’t forget and do you want to be remembered for associating your brand with eugenics? I would not.”
The Backlash: Body Image and Eugenics Accusations
The success was quickly followed by a wave of backlash. Critics argued the campaign idealized a narrow, non-inclusive beauty standard centered around a thin, white, blonde aesthetic that many viewed as regressive. Some accused American Eagle of abandoning the body-positive values it had previously championed by focusing exclusively on a stereotypical “heroin chic” image.
But the criticism didn’t stop there. A subset of users and cultural commentators raised concerns about the campaign subtly evoking eugenic-era beauty ideals. The choice to spotlight a very specific physical type—thin, symmetrical, white—while excluding other body types and racial representations, sparked accusations that the campaign was “coded eugenics”—an aesthetic preference with troubling historical implications.
While no one accused American Eagle of explicitly promoting eugenics, the conversation highlighted how marketing imagery can reflect deeper societal values and historical baggage. The campaign became part of a broader discourse about which bodies are considered marketable, desirable, or aspirational in mainstream fashion.
“Whether intentional or not, brands can reinforce harmful norms when they lean too heavily into narrow definitions of beauty,” wrote one viral critic on X (formerly Twitter), gaining over 30,000 likes. “This ad isn’t just retro—it’s regressive.”
American Eagle’s Quiet Response
American Eagle didn’t issue a formal statement but quietly began incorporating additional body types and diverse models into its website and social content. However, some critics felt the move was too little, too late—especially for a brand that had previously made headlines for embracing body positivity and model diversity.
Marketing in the Age of Accountability
The Sydney Sweeney campaign is a case study in the double-edged nature of modern virality. Aesthetics and engagement metrics still matter—but so do values, representation, and historical awareness.”Going viral is no longer just about views – it’s about values,” McCarthy added. “The backlash was part of the campaign’s reach. Controversy, for better or worse, accelerates short-term attention. But you always have to decide if the controversy could cause long-term brand damage, which in this case, I imagine will be far-reaching.”
In a crowded market where consumers are increasingly vocal about inclusion and authenticity, the American Eagle campaign is a reminder that style without substance is no longer enough.
