American Eagle's ad featuring actress Sydney Sweeney has ignited a new brand-driven culture war about beauty standards, race and representation.

Why it matters: Consumers are quick to slap a red or blue label on a brand or company, and the jeans maker is the latest to find itself in the political crosshairs.

Catch up quick: "Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color," Sweeney says in the ad. "My jeans are blue." • The ad ignited online debate, with some praising it for being "anti-woke" and others raising concerns about it approaching a positive portrayal of the discredited belief of eugenics. • Critics — and former employees — were quick to point out this ad felt like a departure from the company's commi

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