The fallout from American Eagle’s “great jeans/genes” campaign with Sydney Sweeney has sparked global conversation; not just about race and beauty standards in America, but also about how easily a well-meaning campaign can miss the mark.
For brands across Southeast Asia, where Western aesthetics still dominate and the politics of representation are equally complex, the incident offers valuable lessons. Here’s how marketers and comms teams can do better.
The Pun That Set Off a Firestorm
At first glance, the campaign resembles many recent Gen Z-targeted launches: nostalgic visuals, Y2K influences, a popular celebrity, and a catchy slogan. However, the phrase “great genes,” used alongside Sydney Sweeney – a white, blonde actress – sparked criticism.
The backlash wasn’t just about the slogan itself, but about what it seemed to suggest; that “great genes” look like Sweeney. In a country still grappling with the history of white supremacy, eugenics, and the media’s reinforcement of narrow beauty standards, the phrase struck many as charged rather than lighthearted.
According to MSNBC producer Hanna Holland, “The advertisement, the choice of Sweeney as the sole face in it and the internet’s reaction reflect an unbridled cultural shift toward Whiteness, conservatism and capitalist exploitation. Sweeney is both a symptom and a participant,”
A Familiar Reflection for Southeast Asia
While the backlash to American Eagle’s campaign has largely centered around American cultural tensions, the conversation resonates far beyond U.S. borders.
In many parts of Southeast Asia, particularly in beauty and fashion industries, whiteness has long been idealised, reflected in everything from casting choices and advertising to the widespread marketing of skin-lightening products. According to Global Industry Analysts, the global skin-whitening market is projected to hit US$8.9 billion by 2027, with Asian countries serving as major contributors.
Brands in the region frequently favour Eurocentric features when selecting ambassadors, reinforcing narrow definitions of beauty that can leave many feeling excluded. The implicit message, whether intentional or not, that “good genes” align with white, Western ideals is one that audiences in Southeast Asia are all too familiar with.
In this light, the American Eagle campaign lands not just as a domestic misstep, but as part of a broader global conversation about representation, identity, and the responsibility brands have in shaping inclusive ideals.
How Does This Happen?
Such brand missteps likely stems from a disconnect between creative intent and cultural awareness. The American Eagle campaign’s wordplay may have seemed clever internally, without enough scrutiny of how “great genes” might land in a broader social context.
When decision-making and delivery teams lack diverse perspectives, blind spots happen. And in 2025, audiences expect brands to think beyond the pun. Read our next article to learn more about how to navigate cultural nuance in brand storytelling, and avoid the pitfalls of tone-deaf marketing.