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The controversy surrounding an American Eagle campaign featuring Sydney Sweeney began on Wednesday, July 23, 2025, with the slogan “Sydney Sweeney Has Great Jeans.”
The main spark of the controversy was a play on words between “jeans” and “genes.”
In one of the campaign videos, Sweeney says, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.”
A narrator then chimes in, “Sydney Sweeney has great jeans.”Critics interpreted this play on words as a satire on eugenics, racial superiority, and white supremacy.
This interpretation was furthered by the fact that Sweeney has blonde hair and blue eyes, which some considered problematic representations.
Some also criticized the campaign for catering to the “male gaze” and being reminiscent of Brooke Shields’ controversial 1980s Calvin Klein ad.
In response to the wave of criticism, American Eagle issued a statement on Instagram on August 1, 2025.
“‘Sydney Sweeney Has Great Jeans’ is and always has been about jeans. Her jeans. Her story. We will continue to celebrate how everyone wears their AE jeans confidently, in their own way. Great jeans look good on everyone.”
