Actress Sydney Sweeney has become the face of American Eagle’s latest denim campaign, but the rollout has sparked unexpected backlash. At the center of the controversy is a video advertisement built around a wordplay concept that highlights the phrase “Sydney Sweeney has great genes,” later edited in the ad to read “jeans.” In the video, Sweeney discusses traits passed down through generations—like eye and hair color—before cheekily clarifying, “my jeans are blue.”
Social media commentary has ranged from sarcastic to pointed, with some accusing the campaign of being tone-deaf. Others have criticized it for oversexualizing Sweeney in a way that undercuts the ad’s attempt at cleverness or empowerment. One version of the commercial features slow, sweeping camera angles that many felt focused more on Sweeney’s body than the jeans themselves, drawing further concern over messaging and intent.
At the same time, defenders of the ad have pushed back, calling the backlash overblown and defending the spot as a lighthearted marketing effort. Some have even praised the campaign as a refreshing departure from more sanitized advertising, arguing that it playfully embraces the star’s image while remaining rooted in fashion culture.
A limited-edition “Sydney Jean,” which includes butterfly detailing and directs some proceeds toward mental health and domestic violence resources, is also part of the campaign, though critics argue that the charitable aspect has been largely overshadowed by the public reaction.
While the ad has reportedly helped drive a sharp increase in American Eagle’s stock price and online engagement, both the brand and Sweeney have so far remained silent in the face of mounting scrutiny.
The debate over the ad’s intent and impact continues to unfold across social platforms, with some viewers calling for accountability while others suggest the controversy says more about online outrage culture than the ad itself.
