It seems like Sydney Sweeney refuses to catch a break. Only two months after her team-up with Dr. Squatch for bathwater soap, the Euphoria actress stars in another controversial ad—this time for the worse, so much so the Trump administration is defending her.

The centerpiece of the latest fall campaign from retailer American Eagle, Sweeney talks about having “an amazing butt” and blue eyes with a sultry lilt, all punctuated by the tagline “Sydney Sweeney has great jeans,” an obvious play on the word “genes.” Between the now-deleted spot highlighting the actress’s passed-down physical traits and a poster that actually puts this double entendre on full display, the intention is clear. Their motivation is even clearer, indicated by a LinkedIn post by the brand’s Marketing VP claiming this is how far they wanted to “push it”—which has since been deleted, too—as well as the comment section on the ad’s YouTube video, where thousands of comments unanimously talk about how hot Sweeney is and unwarranted the backlash is.

Both scholars and the masses have called out the campaign for promoting eugenics, a discredited theory of improving the human race through “social control” with an aim to “improve (…) racial qualities”.

Popularized by Nazi Germany in the 1930s, it was the blueprint to ethnic cleansing and maintaining the purity of the Aryan master race. When it came to American shores in the segregated ‘60s, eugenics became an elitist justification for sterilizing women of color—those deemed “unfit.”

While the AE ad seems harmless on its own, the issues become glaringly obvious when placed against this cultural context. In a statement for ABC News, assistant professor for marketing at University of Michigan Marcus Collins argued the backlash could’ve been avoided if the “genes” pun were done with diverse models.

That is exactly what Dunkin’ should’ve done for their Golden Hour Refresher ad if they really wanted to respond in kind. But instead, the 35-second spot starring The Summer I Turned Pretty co-lead Gavin Casalegno boasts his status as “the king of summer,” complete with attributing his tan to genetics and a color analysis reading as “golden summer, literally.” It’s hard not to see the intention behind this campaign, which dropped a mere six days after Sweeney’s. People are quick to point out its similar thematic narratives between the two. The comment section on Dunkin’s YouTube video is similarly cleansed of any criticism, but a different malice lurks underneath.

Amidst the ongoing ICE raids sweeping the United States, “border czar” Tim Homan blatantly stated that border patrol can use “physical appearance” as a measure to detain (and potentially deport) people—specifically Latinos, who may have tan skin, in an effort to “make America fit again”. At the same time, Trump welcomes 59 white South Africans as “refugees of racial discrimination” while hundreds and thousands of Congolese people escaping the DRC-Rwanda military conflicts are left in immigration limbo.

Whether it’s a pair of blue jeans or a golden summer iced drink, the message is clear: Trump’s America is winning, and victory is only granted to hot white blondes with blue eyes.

Your tan is only desirable when you’re not actually Brown. And this isn’t a far-off phenomenon that doesn’t touch Indonesian culture.

Championing whiteness as the pinnacle of humanity—whether through deportations or thirty-second ads—is modern-day colonization, seen through the gentrification of lesser developed areas. And the eugenics thinking continues to be regurgitated through conversations on looking for partners of a specific race—Caucasian or otherwise—to “fix your gene pool”.

Racialized marketing and polarization isn’t anything new. Even topics of genetics to promote jeans aren’t new—Calvin Klein and Tommy Hilfiger did it first. But what American Eagle does differently is hide behind the subtlety of this double entendre, showing their true colors aren’t blue after all. And for all its worth, Dunkin’ is just busy farming engagement.

These are not frivolous capsules of boundary-pushing marketing; it’s a Trojan horse for political propaganda.