Sydney Sweeney’s American Eagle ‘Great Jeans’ Ad Sparks Online Controversy—Brand Responds

American Eagle’s latest campaign featuring actress Sydney Sweeney has ignited a fierce online debate. The apparel giant recently launched its “Sydney Sweeney Has Great Jeans” ad blitz, blending playful wordplay with a heavy dose of star power. But critics claim the campaign veers too close to racially charged implications—a claim the brand staunchly denies.

The controversy centers on a campaign video in which Sweeney, clad in American Eagle denim, references “genes” while zipping up her jeans. She says, “Genes are passed down from parents to offspring often determining traits like hair color, personality, and even eye color.” She ends with, “My jeans are blue,” staring into the camera with her blue eyes—a moment that many viewers found unsettling.

Some online commentators argue that the ad’s emphasis on Sweeney’s physical traits echoes the discredited theory of eugenics, particularly problematic given the model’s fair complexion, blonde hair, and blue eyes. Others say the reaction is exaggerated, insisting the ad is harmless wordplay designed to highlight denim, not DNA.

What Is the Sydney Sweeney American Eagle Ad Really About?

At its core, American Eagle asserts the campaign is strictly about jeans. The company posted a clarification on Instagram, stating: “The spot is and always was about the jeans. We will continue to celebrate how everyone wears their AE jeans with confidence, their way.”

The ad campaign was launched on July 23, 2025, and immediately created buzz, with American Eagle’s stock briefly climbing following the release. CMO Craig Brommers hailed the collaboration, calling it one of the brand’s most significant coups. “Sydney Sweeney is the ‘It’ girl of the moment, and she is helping us create the ‘It’ jeans campaign of the season,” he told Women’s Wear Daily.

The campaign leans heavily into Sydney Sweeney’s rising cultural cachet. Known for her roles in Euphoria and Anyone But You, the actress’s star power adds instant appeal to a brand targeting Gen Z and young millennial consumers. But it’s this high visibility that also attracted scrutiny.

Could the Backlash Hurt American Eagle’s Back-to-School Sales?

Retail experts suggest the controversy could impact American Eagle’s performance during the critical back-to-school season. According to Jessica Ramírez, managing director at the Consumer Collective, some shoppers may be put off by the ad’s perceived undertones and shift their spending to rivals like Levi’s, Abercrombie & Fitch, or Gap.

Adding to the pressure, JPMorgan analyst Matthew Boss recently downgraded American Eagle from “neutral” to “underweight,” citing overestimated earnings expectations. The retailer is already facing headwinds, having withdrawn its 2025 financial outlook and reported a $75 million merchandise writedown.

However, consumer transaction data from Bloomberg Second Measure shows no immediate decline in sales following the ad’s release. Still, analysts continue to monitor spending patterns closely.

Why the Jeans vs. Genes Debate Struck a Nerve

The controversy highlights how modern marketing strategies walk a fine line between cleverness and controversy. In a digital age where brand messages are scrutinized in real-time, the interpretation of “jeans” versus “genes” takes on new dimensions.

While American Eagle maintains that its intention was playful and empowering, the broader reaction reflects a growing sensitivity to representation, racial dynamics, and historical associations—even in advertising.

As American Eagle doubles down on its campaign, the brand faces a balancing act: championing creativity while navigating a landscape that demands more than just clever wordplay.

You Must Know:

What is the American Eagle and Sydney Sweeney ad controversy about?
The ad features Sydney Sweeney referencing both “jeans” and “genes,” sparking online debate over potential racial undertones. American Eagle insists the campaign is strictly about denim fashion.

Why are people calling the ad racist?
Some viewers believe the ad’s focus on genetic traits and blue eyes could echo eugenics-based ideologies. Critics say it promotes an idealized image aligned with outdated racial theories.

What has American Eagle said in response to the backlash?
American Eagle issued a statement clarifying that the campaign “is and always was about the jeans” and celebrates diversity in how people wear their denim.

Is the controversy affecting American Eagle’s sales?
So far, no significant drop in consumer spending has been recorded, but analysts are watching the back-to-school retail window closely.

What role does Sydney Sweeney play in the campaign?
Sydney Sweeney is the face of the campaign, bringing star power and Gen Z appeal. Her involvement is central to the ad’s visibility and controversy.