Sydney Sweeney's American Eagle Ad Sparks Controversy

American Eagle’s latest fall campaign, “Sydney Sweeney Has Great Jeans,” featuring the 27-year-old “Euphoria” star, has ignited a firestorm of debate online.

Launched on July 23, 2025, the campaign, which plays on the double entendre of “jeans” and “genes,” has drawn both praise and sharp criticism for its messaging and execution.

The ads, showcasing Sweeney in denim with a retro, Y2K-inspired aesthetic, aim to reconnect with Gen Z shoppers while promoting a charitable cause. However, the campaign’s tone and wordplay have stirred accusations of insensitivity and problematic undertones.

In one ad, Sydney says, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue,” as the camera zooms in on her blue eyes.

Another spot shows her crossing out “genes” on a billboard to read “jeans.”

• Sydney Sweeney’s American Eagle Ad Sparks Backlash Over “Genes” Wordplay
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Some users on TikTok and X aren’t thrilled, saying the focus on her blonde hair and blue eyes, plus the “genes” pun, feels off and even hints at uncomfortable ideas like eugenics or white supremacy. A few called it “clueless,” with one TikTok user joking it’s like “fascist propaganda.” Others think the ads lean too much into Sydney’s looks, making them feel flirty in a way that overshadows the campaign’s domestic violence awareness message.

But plenty of people are into it. Fans love the nostalgic, laid-back feel, saying it reminds them of classic denim ads. They also dig Sydney’s approachable, “girl-next-door” charm. On X, some cheered it for steering clear of “woke” trends, with one fan saying, “Sydney totally slayed this.” The “Sydney Jean,” priced at $79.95 with butterfly designs tied to domestic violence awareness, donates all its profits to Crisis Text Line, which many see as a big win.

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American Eagle’s stock shot up 17% after the launch, so it’s clearly making waves. As of July 31, 2025, neither Sydney nor the brand has spoken out about the criticism. The whole thing shows how tough it can be for brands to pull off bold ideas without stepping on toes.