Sydney Sweeney is facing social media backlash after the debut of her new denim campaign with American Eagle, which some critics have accused of invoking racially insensitive messaging.
The fall 2025 campaign, which launched last week, features the Euphoria and White Lotus star posing in American Eagle’s latest denim line. The central tagline? “Sydney Sweeney has great jeans.” But the cheeky pun, playing off “great genes,” hasn’t landed well with everyone.
The Wordplay That Sparked Controversy
In one clip posted to American Eagle’s Instagram, Sweeney stands in front of a sign reading “Sydney Sweeney has great genes,” with “genes” crossed out and replaced by “jeans.” Another video shows Sweeney explaining, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color.” The camera then zooms in on her own blue eyes. She finishes with, “My jeans are blue.”
While the wordplay may have been intended as clever and lighthearted, many online users didn’t see it that way. Across TikTok, Threads, and X (formerly Twitter), some commenters accused the brand of leaning into messaging that echoes eugenics or white supremacist ideology, especially in its framing of inherited beauty traits.
Sweeney and American Eagle Stay Silent
As of Tuesday morning, neither American Eagle nor Sweeney has responded publicly to the controversy. A representative for the actress declined to comment, and American Eagle has not issued a statement despite mounting criticism.
Still, the campaign has continued to roll out across AE’s platforms and in stores, with no visible changes.
Behind the Denim: The Sydney Jean
Controversy aside, the campaign is tied to a philanthropic effort. The centerpiece is a limited-edition denim jacket and “The Sydney Jean,” designed in collaboration with Sweeney herself. The jeans feature a butterfly embroidery, meant to symbolize growth, transformation, and domestic violence awareness, a cause close to Sweeney, who has previously spoken about supporting mental health resources.
All proceeds from the jeans will benefit Crisis Text Line, a nonprofit providing 24/7 text-based mental health support.
“Sweeney’s girl-next-door charm and main character energy, paired with her ability to not take herself too seriously, is the hallmark of this bold, playful campaign,” American Eagle wrote in a press release.
Stock Up, Comments Down
While the comments section has filled with critiques, American Eagle’s stock is experiencing the opposite effect. Since the campaign launched, shares of the company have jumped by 21%, suggesting that the backlash hasn’t hurt business, at least not yet.
The Internet Remains Divided
On one side, critics are calling for more accountability from the brand and questioning how the messaging made it past multiple rounds of approval. On the other, some fans argue the campaign was meant to be playful and has been misinterpreted.
Regardless of intent, the moment highlights how a single word, especially one with loaded historical implications, can derail even the most fashion-forward marketing efforts.
Whether the brand chooses to respond or let the conversation die down naturally, one thing’s for certain: this campaign is being talked about far beyond the dressing room.
