American Eagle's "Great Jeans" Ad Featuring Sydney Sweeney Sparks Controversy

American Eagle is facing intense backlash after launching a new ad campaign starring actress Sydney Sweeney, titled "Sydney Sweeney Has Great Jeans." The campaign, which debuted on July 23, quickly ignited a firestorm online due to a controversial ad that played on the word “genes,” with Sweeney referencing physical traits like eye and hair color and declaring, “My genes are blue,” followed by a male narrator stating, “Sydney Sweeney has great jeans.”

Critics accused the brand of subtly promoting eugenicist ideals, especially given the casting of a blonde, blue-eyed white actress and the historical associations of genetic “purity.” Some TikTok creators and social media users called the messaging racially coded and tone-deaf, especially during a politically tense time. Others defended the ad, accusing critics of overreacting or weaponizing “woke” outrage.

Between Monday and Thursday, Fox News mentioned Sydney Sweeney 181 times, and Jeffrey Epstein 18 times. pic.twitter.com/id8rfFDn0T

— Brian Stelter (@brianstelter) August 1, 2025

American Eagle responded with an official statement on Instagram: “‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans, her story.” The brand reaffirmed its commitment to diversity and celebrating individuality, but reactions to the statement were just as polarized.

While some consumers praised the campaign and pledged support for the brand, others pledged to stop shopping AE or only buy secondhand. Meanwhile, political figures like JD Vance and Megyn Kelly chimed in, framing the backlash as an example of left-wing hysteria. Notably, no major Democratic leaders have commented on the ad, and coverage has been largely driven by conservative outlets like Fox News.

As debate continues, the campaign stands as a flashpoint in the broader culture wars—raising questions about marketing, representation, and the politics of beauty.