At the end of last month, American Eagle dropped an ad campaign featuring Sydney Sweeney with the tagline: “Sydney Sweeney has great jeans.” But when the visuals implied a pun on “genes” — linking her blonde hair and blue eyes to inherited superiority — the backlash was instant. Critics called it a dog-whistle for white nationalist aesthetics. Supporters called it marketing genius. And the brand’s stock soared 18%.

But this wasn’t a misstep. It was a manoeuvre. In today’s fashion economy, outrage isn’t risk — it’s ROI. As brands trade controversy for clicks, we’re left to ask: what happens when shock becomes the strategy, not the side-effect? When visibility trumps values? And when style is just a carrier for spectacle?

In the algorithm age, attention is currency — but trust is still the only true luxury.

What might have been a cheeky pun landed with the force of history. In the visual language of advertising, Sweeney — blonde-haired, blue-eyed, and framed as aspirational — became a vessel for something deeper: a not-so-subtle echo of eugenics-era aesthetics. Within hours, social media exploded. TikTokers, writers, and digital critics accused the brand of racial insensitivity, beauty essentialism, and dog-whistle politics.