Sydney Sweeney’s public persona took a nosedive on July 23, and the American Eagle marketing team’s ignorant oversight is to blame. In contrast, Gap created one of the most memorable advertisements of the year, utilizing the diverse girl group KATSEYE to promote 21st-century values that should be laterally incorporated across all of marketing.
The American Eagle failure, otherwise known as the “Sydney Sweeney Has Great Jeans” ad campaign, sparked discourse online as a result of Sweeney using the double entendre “Great Genes” to suggest that her DNA is as superior as the American Eagle fall collection. In contrast, GAP’s fall advertising depicted KATSEYE in a fun, lively, and empowering way.
First, it is imperative to understand where American Eagle went wrong. Sweeney is a 5’3, blonde, blue-eyed, conventionally attractive picture of the most harmful beauty standards of today. 2025 isn’t the only year that Sweeney’s looks would fare well in; she is the picture of the Aryan race, the blonde, white, blue-eyed people idolized by Adolf Hitler during the Holocaust. It seems clear to the average viewer that suggesting these traits are superior to others is reminiscent of one of the darkest periods of human history, yet somehow this was ignored by the 917 employees dedicated to marketing at American Eagle.
Beyond the racist undertone of the ad, there was another blaring and nuanced issue with the campaign: it is a step away from the values that Gen Z embodies. Today’s teens have grown up in a decade where body positivity and self love are championed. Youth are moving away from traditional conservatism, with 66% of Gen Z identifying as Democrats and moderates according to a study conducted by the Public Religion Research Institute. Portraying Sweeney, a stereotypical all-American girl and registered Republican, as the peak of beauty standards only reinforces the message that Gen Z has worked so hard to move away from, preventing a key target audience from resonating with the advertisement.
This is exactly where GAP went right. The six members of KATSEYE collectively cover ethnicities from almost every continent. Not only do they represent viewers all around the world, broadening American beauty standards, but they also embrace their diversity. A perfect example of this is Lara Raj, who has showcased her bindi and nose ring as a sign of her Indian heritage. Or Jeong Yoonchae, who has chosen to continue using K-beauty techniques in her everyday makeup routine, despite her Western audience. These small acts of embracing heritage have inspired confidence all over the world.
Additionally, their music promotes self love with tracks like “I’m Pretty” and “Mean Girls,” encapsulating the values of younger generations. Putting them in a TikTok-esque dance to the iconic song “Milkshake” was the perfect move to capture the attention and support of youth without evoking political opinions.
Corporations should view American Eagle as a tale of caution and recognize that it is time to move away from the outdated and exclusive marketing of the past while stepping into a future of inclusivity and fun.
