Understand how Sydney Sweeney’s jeans campaign reignited the debate on eugenics
12 de August de 2025
By Adrisa De Góes – From Cenarium
MANAUS (AM) – The actress Sydney Sweeney, known for her work in series such as Euphoria, had her name linked to an advertising campaign that sparked controversy. The ad was criticized for a possible allusion to eugenics, a pseudoscientific theory that proposes the “improvement” of the human species through selective practices, often related to racial and discriminatory issues.
Eugenics, a term that gained traction in the late 19th and early 20th centuries, was based on the idea that genetic traits considered “undesirable” could be eliminated or reduced through controlled reproduction. This theory influenced public policies of forced sterilization and segregation in several countries, with disastrous consequences, especially for marginalized groups.
The paleontologist Stephen Jay Gould, author of the book The Mismeasure of Man, was one of the main critics of eugenics, deconstructing the pseudoscientific foundations used to justify racial inequalities. Geneticist Richard Lewontin, on the other hand, highlighted human genetic variation as proof of the falsehood of racial theories underpinning eugenics.
Historians such as Daniel J. Kevles and Paul Lombardo have documented how compulsory sterilization policies in the United States were one of the cruellest tools of this theory. Researcher Nancy Ordover emphasizes that eugenics is not just a chapter from the past, but an ideology that can resurface in a covert way in public policies.
Advertising campaign
The advertising campaign involving Sydney Sweeney featured messages and symbols that many interpreted as a covert attempt to legitimize exclusionary standards, which sparked heated debates about race, ethics, and social responsibility in marketing. The repercussion was intense, with users questioning the appropriateness of the content and the impact of such messages at a time when discussions about diversity and inclusion are gaining global prominence.
In response to the accusations, the actress and American Eagle, the brand involved in the campaign, issued official statements denying any intention to promote discriminatory or eugenic ideologies. They stated that the campaign’s message was misinterpreted and that the aim was to address themes of self-care and self-improvement, without any political or scientific connotation. The defense also stressed the brand’s commitment to diversity and inclusion.
Association with Trump
The controversy took on political overtones after reports surfaced about Sydney Sweeney’s closeness to members of the Republican Party and to the President of the United States, Donald Trump. According to information released after the airing of the advertising campaign, the actress has been affiliated with the party since 2024.
On Sunday, August 3, Trump celebrated the news of the actress’s possible affiliation. The party he leads represents the conservative right in the United States.
“Now I love her commercial. Really? Is that Sydney Sweeney? Yes. You’d be surprised how many people are Republicans. I didn’t know that one. But I’m glad you told me. If Sydney Sweeney is a registered Republican, I think her commercial is fantastic,” said the president.