American Eagle’s viral July campaign with Sydney Sweeney is drawing backlash for its “great genes” wordplay, which critics say echoes eugenics rhetoric long tied to U.S. laws on sterilization and immigration.
The "Great Genes" Controversy
American Eagle's viral July campaign, starring Sydney Sweeney, has generated more than just social media buzz; it has reignited debate about what constitutes “good genes” and the troubling history of eugenics in U.S. health policy. While the slogan might seem like simple wordplay, critics argue its language recalls a legacy where pseudoscience shaped laws on sterilization, immigration, and reproductive rights, showing how archaic ideas can subtly re-emerge in modern culture.
Defining Eugenics
Eugenics is the belief that society can be improved by controlling reproduction and manipulating the gene pool to favor certain traits. The word originates from the Greek words "eu" (meaning "good") and "genos" (meaning "birth" or "race"). Coined in 1883 by British scientist Sir Francis Galton, it was based on Charles Darwin's theory of natural selection, proposing that "better breeding" could strengthen society.
From the beginning, it was presented as a population health strategy: governments and reformers claimed it could prevent disease, reduce poverty and crime, and "improve" the population. However, these goals were based on pseudoscience, targeting individuals based on race, disability, class, and perceived morality.
Positive vs. Negative Eugenics
Eugenics policies have historically taken two forms:
Positive eugenics encouraged reproduction among those with desirable traits, such as being white, healthy, and financially stable. Incentives to reproduce included tax breaks, marriage loans, and public recognition for large families. The "Fitter Families for Future Firesides" contests at the Iowa State Fair in 1911 awarded points for traits such as straight teeth, musical talent, or family longevity, portraying eugenics as wholesome entertainment.
Conversely, negative eugenics sought to reduce or eliminate reproduction among those labeled "unfit" through involuntary sterilization, marriage restrictions, institutionalization, and immigration bans or quotas. These measures disproportionately affected immigrants, communities of color, and people living in poverty.
Although both approaches were introduced as public health strategies, negative eugenics policies caused direct harm by stripping individuals of reproductive autonomy and reinforcing systemic inequalities.
The American Experiment
In the early 1900s, eugenics became official U.S. health policy. Driven by fears of poverty, disability, and xenophobia, leaders like Charles Benedict Davenport, a Harvard-trained biologist and one of the founders of the American eugenics movement, used his position at the Eugenics Record Office to advocate for sterilization laws and strict immigration controls as public health "safeguards."
Indiana passed the world's first sterilization law in 1907, authorizing state institutions to permanently prevent people with mental illness, disabilities, or criminal records from having children. Over the next three decades, 31 U.S. states followed suit.
In Buck v. Bell (1927), the Supreme Court upheld Virginia's sterilization statute. Justice Oliver Wendell Holmes Jr. infamously declared, "Three generations of imbeciles are enough." Carrie Buck, the case's plaintiff, had been institutionalized after being assaulted by a foster relative, labeled "feebleminded," and sterilized, despite later evidence that she had average intelligence.
By the mid-20th century, over 60,000 Americans had been sterilized under state authority.
Eugenics in Immigration & Nazi Policy
U.S. eugenics shaped not only domestic health policy but also immigration law. The Immigration Act of 1924 imposed strict quotas on arrivals from Southern and Eastern Europe and banned most Asian immigration, with proponents claiming to protect the nation's “racial stock” under the guise of public health.
These same policies and sterilization statutes caught the attention of Nazi officials. When drafting the Nuremberg Laws of 1935 — which stripped Jewish people of citizenship and prohibited marriage between Jews and non-Jews — German lawmakers studied American legal precedents. The Nazi regime adopted both positive eugenics, rewarding “Aryan” families to have more children, and negative eugenics on an unprecedented scale through forced sterilization, euthanasia programs, and genocide.
Contemporary Eugenics
Although discredited after World War II, eugenics never entirely disappeared from public discourse. Coercive sterilizations continued into the late 20th century, mainly affecting Puerto Rican women, Native American women, and incarcerated groups, often justified as medical treatment. Reports of non-consensual sterilizations in ICE detention centers as recent as 2020 show these abuses still happen.
Today, new technologies such as embryo screening and gene editing raise significant ethical concerns. While they can help prevent some genetic disorders, they also risk increasing inequality if access is limited or if traits like disability are seen as undesirable.
Civil commitment laws, which permit indefinite detention of people considered dangerous, also raise concerns about rights, primarily when used on marginalized groups or in poorly monitored facilities.
This history matters because remnants of eugenic thinking still appear in policy debates and popular culture. Language and images that once supported discriminatory laws can reappear in advertising, entertainment, and media.
The Sydney Sweeney Ad as a Cultural Flashpoint
In July 2025, American Eagle launched a denim campaign featuring Sydney Sweeney, with the slogan "Sydney Sweeney Has Great Jeans." In one ad, Sweeney connected her blue eyes to genetic inheritance, with a voiceover praising her "great genes." Another version visually replaced "genes" with "jeans."
Critics argued the ads echoed historic eugenics ideas, where traits like blue eyes were promoted as signs of genetic "fitness." The homage to provocative 1980s Calvin Klein ads, along with the focus on physical characteristics, made the campaign a lightning rod for discussions about how genetic language is used in pop culture.
Supporters dismissed the criticism as an overreaction, but the controversy increased brand visibility, and American Eagle's stock rose in the following days. The episode shows how marketing can both use and normalize rhetoric, given its complex history with public health.
Why It Matters for Health Policy
Eugenics is not solely a historical issue; it acts as a warning of how public health can be misused to justify control over marginalized groups. Contemporary debates about genetics, reproductive rights, and institutional authority reflect many of the same tensions that existed a century ago. In health policy, the message is clear: any population-level intervention must be ethical, evidence-based, and protect civil liberties.