American Eagle’s latest ad campaign starring Sydney Sweeney has sparked controversy online, with some critics accusing the brand of using a punny phrase to promote eugenics. The campaign features Sweeney in denim outfits and the tagline “Sydney Sweeney Has Great Jeans.” However, one video clip shows the actress saying that her genes determine traits like hair color, eye color, and more.
The backlash has drawn mixed reactions online, with some calling it “tone deaf” and others accusing American Eagle of echoing rhetoric associated with eugenics and white supremacy. Critics argue that using a phrase like “great genes” is not an accident but rather a dog whistle to the rise of conservatism in the country.
On the other hand, some observers have downplayed the controversy, saying it’s overblown or exaggerated. American Eagle has released a new product line, “The Sydney Jean,” which features a butterfly motif on the back pocket, representing domestic violence awareness. The brand claims that 100% of the purchase price will be donated to Crisis Text Line.
Sydney Sweeney has been involved in other controversies in the past, including criticism for wearing hats with the Make America Great Again slogan at her mother’s birthday party in 2022. However, it remains to be seen how American Eagle will address the current backlash and whether their ad campaign will have a lasting impact on public perception.
Source: https://www.theguardian.com/us-news/2025/jul/29/american-eagle-sydney-sweeney-jeans-ad