American Eagle’s Sydney Sweeney Campaign Sparks Backlash Over “Great Genes” Wordplay
A new fall advertising campaign from American Eagle starring actress Sydney Sweeney has ignited a fiery wave of online criticism, with accusations that the brand is subtly promoting white supremacist ideas under the guise of wordplay.
The campaign’s slogan, “Sydney Sweeney has great jeans,” is a cheeky twist on “great genes,” nodding to both denim and DNA. In a widely circulated Instagram video from the brand, Sweeney stands in front of a poster emblazoned with the phrase “Sydney Sweeney has great genes.” As the video progresses, the word “genes” is scribbled out and replaced with “jeans.” The clip has already racked up over a million views on the platform.
In another promotional video, Sweeney leans into the pun further, narrating, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color.” The camera then pans up to her face as she finishes the line. “My jeans are blue.”
That line, paired with Sweeney’s blue eyes, blonde hair, and all-American image, immediately drew the ire of some viewers on platforms like TikTok, X, and Threads. Critics accused the brand of pushing a eugenicist aesthetic and glorifying white genetic traits, with terms like “Nazi propaganda” and “white supremacy” appearing in many of the most viral commentary posts.
While the ad never references race, Hillary Herskowitz, CEO and Founder of H2 Marketing Group, told TODAY.com there is “no denying” that the phrase “carries historical baggage.”
“When you pair that kind of wordplay with a blond, blue-eyed actress, it can unintentionally reinforce narrow, Eurocentric beauty standards.”
Neither American Eagle nor Sydney Sweeney has publicly addressed the backlash as of Tuesday morning. A representative for Sweeney declined to comment, and the retailer has not responded to media inquiries.
The campaign, announced last week, introduces a limited-edition fall collection co-designed with Sweeney, featuring a denim jacket and “The Sydney Jean,” which showcases a butterfly motif.
According to American Eagle, proceeds from the sales will go to Crisis Text Line, a nonprofit that provides 24/7 mental health support. The butterfly symbol was reportedly chosen to raise awareness for domestic violence, a detail that has largely been overshadowed by the controversy.
“In partnership with the brand, Sweeney’s long-time stylist Molly Dickson dresses her in AE denim essentials, reimagined to create the perfect blend of relatability and undeniable influence. The curated denim wardrobe feels distinctly Sydney – effortless, personal and true to how she wears AE,” American Eagle wrote in a press release.
“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.”.
While some have condemned the campaign’s messaging as racially insensitive and regressive, others have rushed to defend it or even celebrate it. Several conservative commentators have praised the ad as a “refreshing” departure from the wave of inclusive and diverse marketing campaigns that have come to define major brands in recent years.
The backlash to the backlash has turned the campaign into something of a cultural litmus test, with some critics being labeled as overly sensitive or “chronically online.” Herskowitz believes the campaign was meant to provoke a reaction.
“[It was] intentional. That line — ‘good jeans’ — is too perfectly constructed not to be. It was designed to be cheeky, playful and buzzworthy. The creative team knew exactly what they were doing.”
This ideological divide over “wokeness” reflects a broader shift in the cultural landscape. In the post-2020 marketing world, where brands have often leaned into progressive values and inclusivity, there is a growing appetite on the right for media that centers white, traditionally attractive figures without explanation or apology.
The popularity of aesthetics like “old money,” the romanticization of the tradwife lifestyle, and a backlash to body positivity all reflect this shift, and Sweeney’s campaign appears to be caught in the crossfire.
The campaign had an immediate impact on American Eagle’s stock, which briefly rose following the announcement of the collaboration. However, in the days since, the company has posted more than a dozen Sweeney-focused pieces of content on social media, followed on Sunday by a noticeable shift.
In its latest Instagram post, American Eagle showcased a new model wearing a denim-on-denim look. Unlike the earlier clips, Sweeney was nowhere to be seen. The caption read: “Denim on denim on denim… on denim. AE has great jeans.”
Some users interpreted the post, which featured a model who appeared to be a person of color, as a subtle attempt at “damage control,” a phrase repeated throughout the comments. “Throwing in a little color for some razzle dazzle,” one commenter wrote. Another added, “Does she have great jeans, or is it only your blue-eyed customers?”
“Are we selling jeans to women or selling women in jeans to men?” another commenter wrote, referencing how the ad sexualized Sweeny. Earlier this year, Sweeny made headlines for selling a men’s soap infused with her own bathwater.
Whether this is a fleeting controversy or a lasting brand moment remains to be seen. What’s clear is that a pun intended to sell jeans has sparked a much deeper conversation.
Moumita Basuroychowdhury is a Contributing Reporter at The National Digest. After earning an economics degree at Cornell University, she moved to NYC to pursue her MFA in creative writing. She enjoys reporting on science, business and culture news. You can reach her at moumita.b@thenationaldigest.com.
