As back-to-school ads appear, youngsters are noticing new trends, ditching old fads, and preparing for the next season. At the height of this time are prolific ads displaying actress Sydney Sweeney laughing, twirling, and trying on her favorite American Eagle jeans.
Representing the new face of American Eagle’s back-to-school campaign, she shares her thoughts on body image, confidence, and style. The ads cross out "genes" for "jeans," yet Sydney, a blonde-haired, blue-eyed actress, is being praised for both her stereotypical genetic makeup and the physical jeans she's wearing. Is this racism or just a harmless back-to-school commercial? Are her jeans "blue," or is it a reference to "genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color?"
While Sydney's message of self-love is resonating with young audiences navigating a beauty-saturated digital culture, her decision to market women's jeans to men has sparked considerable controversy. In a culture where confidence is packaged as a purchase, what does this campaign reveal about our society and souls? More importantly, in a world obsessed with appearance, how can we teach the next generation to find their worth in their ‘genes’?”
The Campaign, the Cultural Conversation, & the Christian Reaction
American Eagle's newest campaign features the stunning Sydney Sweeney, actively marketing to Gen Z. While the actress aims to present that "genes" are more important than your "jeans," many are in an uproar: Choosing a Barbie-like individual to influence the next generation has sparked debate online.
Positively, Sydney stands for self-love, confidence, and style. The ads emphasize being true to yourself and where you came from, above the physical jeans you're wearing. Many Gen Zers love this actress and thus adopt her mantras.
Negatively, however, others are calling the ads "Nazi Propaganda." As Komo News reports: “I will be the friend that’s too woke, but those Sydney Sweeney American Eagle ads are weird," a TikTok user wrote. "Like, fascist weird. Like Nazi propaganda, weird,” another comment said."
After hearing these comments, Senator Ted Cruz (R-TX) came to the 27-year-old's defense, noting, "Wow. Now the crazy Left has come out against beautiful women. I’m sure that will poll well."
All over social media platforms, Sydney's ad is facing support, confusion, and criticism. Culture’s obsession with “confidence” often comes wrapped in consumerism, but what does that mean for young souls? As Christians, how do we approach this issue with grace and truth?
Is Sydney Sweeney's Encouragement Authentic or Just a Brand Strategy?
First and foremost, pressures of digital culture, regardless of Sydney's presence in the newest American Eagle ad, point to society's obsession with appearance-driven self-worth. As much as we say and advertise that we're about our "genes," and not our "jeans," people care what others think. This is why the beauty industry exists. Why else would we need makeup to cover up, Botox to fix imperfections, and plastic surgery to change what we look like?
Especially for young adults, socials like TikTok, Instagram, and Facebook scream a rise of curated beauty and body ideals. Fitspiration and thinspiration are at an all-time high, highlighting unrealistic expectations, unhealthy coping mechanisms, and absolutely ridiculous images that are photshopped and airbrushed but presented as what's real.
According to Emory University, "this level of near-constant social media and internet use negatively impacts youth mental health." Not only that, but recent studies report that Gen Z has significantly lower levels of confidence, mental well-being, confidence, and positive body image than previous generations, thus leading to higher rates in mental health conditions like anxiety, depression, suicide, and eating disorders.
Looking at Sweeney's message of self-love, we're left to ask ourselves this question: Is it authentic encouragement or just a brand strategy? Furthermore, as Christians, does our confidence come when we buy the right pair of jeans, or when we learn to love the genes the Lord has given us? Culture praises worldly confidence, but biblical identity reminds us that our true value lies in our respect and devotion to God, rather than superficial qualities like charm or beauty: "Charm is deceptive, and beauty is fleeting; but a woman who fears the Lord is to be praised" (Proverbs 31:30, NIV). Though it's tempting, our eternal worth must come from our Creator and not created things (appearance or approval included).
Finding Worth in Our “Genes”
Finding worth in our "genes," and not our "jeans," requires us to look beyond outward appearances and instead, inward. 1 Samuel 16:7 says it this way: "But the LORD said to Samuel, 'Do not consider his appearance or his height, for I have rejected him. The LORD does not look at the things people look at. People look at the outward appearance, but the LORD looks at the heart" (NIV). While pop culture says, "Buy jeans and get confidence," God says, "I made you, and your worth is beyond image" (Psalm 139).
God made us in His image; therefore, our identity rests in who He is, not what we physically look like: "Your beauty should not come from outward adornment, such as elaborate hairstyles and the wearing of gold jewelry or fine clothes. Rather, it should be that of your inner self, the unfading beauty of a gentle and quiet spirit, which is of great worth in God’s sight" (1 Peter 3:3-4, NIV). This outlasts temporary beauty, "For we are God’s handiwork, created in Christ Jesus to do good works, which God prepared in advance for us to do" (Ephesians 2:10, NIV).
I don't believe there's anything inherently evil about back-to-school ads trying to get you to buy their jeans. This has happened for centuries and will continue in the same suit. But it is a reminder to see cultural campaigns through a faith lens—appreciate the fashion, but know your worth isn’t for sale. Wear clothes that make you feel good, but remember that your value doesn't come from them.
How to Look beyond Your Jeans
If this ad controversy has made you feel uncomfortable, you're not alone. But let this discomfort lead you to necessary action steps for a heart that sees your value not through what we wear, but to whom you belong.
1. Talk about media literacy.
From a young age, it's important to understand the purpose of ads. Some are harmless, and others are harmful. Learn to recognize the propaganda and its underlying messages. Don't overthink this, but be open to good and biblical conversations about them.
2. Affirm your identity in Christ.
It's tempting to see ourselves through what we do or what we wear, but commit to rooting your identity in Christ. Memorize Scriptures and speak life and value that isn’t tied to appearance.
3. Model healthy confidence.
Instead of being like everyone else, respond to social media and body image positively. Align this with Christ's identity and resist the urge to buy or post impulsively for the appearance or applause of others.
Friends, true confidence doesn’t come from denim jeans but your unique and divine design. God created you on purpose with purpose, and that purpose doesn't rest in your jeans, but in who He created you to be.
A Prayer to Embrace Who You Really Are
God,
In a world chasing beauty fads and temporary likes, help us to rest in your design. Help us not to get caught up in controversy, but rather, let this remind us to place our value in eternal values. Help us to see ourselves the way you do, and to see others in the same way. Give us your eyes to see what really matters, and not the world's lens. Let our confidence come from you, and allow us not to be shaken. We are your children, and you love us, no matter what genes we're born with or what jeans we wear. We love, praise, and thank you, Jesus.
Amen.
Photo Credit: @facebook.com/americaneagle 7/23/25 Video Ad 7/23/25
