American Eagle has responded to the backlash surrounding its viral Sydney Sweeney campaign, which has been the subject of an extended online discourse over the intention of a “jeans” versus “genes” debate, so much so that everyone from the White House to Stephen Colbert weighed in.
“Sydney Sweeney Has Great Jeans is and always ways about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone,” AE posted on Instagram Friday.
At the center of the controversy has been a clip that finds Sweeney saying, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.” The line inspired a wild debate with countless online critics weighing in about whether it’s just a harmless yet fun play on words, “great genes” versus “great jeans,” or if the ad had hidden meaning.
Because Sweeney has blonde hair and blue eyes, users have claimed that the ad was designed to promote eugenics or is a subtle nod to Nazi propaganda despite the fact that American Eagle has long been inclusive in its advertising and with a Jewish CEO at the helm. “It is one of the loudest and most obvious racialized dog whistles we’ve seen and heard in a while,” alleged a woman on TikTok with 400 followers who has posted multiple videos on the subject including one with 1.4 million views.
Countless others have dismissed the backlash by chalking it up to faux outrage from a generation that is too online and, as a result, looking for offense where none exists. “The hate is exhausting,” wrote a user on TikTok in the comments section of a video posted by LaKeisha Hebert who shared, “Y’all are mad at Sydney Sweeney because she’s white, she’s blonde, she’s blue-eyed and she looks good. I am DEI’d out.”
Sweeney has not responded to the discourse. She remains one of Hollywood’s most in-demand stars. After breaking out on Euphoria, she went on to star in The White Lotus, opposite Glen Powell in Anyone But You, Madame Web and Eden. She received raves for her performances in Reality and Immaculate, and she most recently starred opposite Julianne Moore in Echo Valley. She next stars opposite Halsey in Americana, opposite Amanda Seyfried in The Housemaid and as boxer Christy Martin in Christy.
She’s been hustling on brand deals as well, some that have, like the American Eagle campaign, landed with some controversy. Earlier this summer, she sold her literal bathwater as part of a soap formula for Dr. Squatch. She also has deals with Armani Beauty, Miu Miu, Laneige, HeyDude, Bai, Baskin Robbins and Ford. She is reportedly launching a lingerie brand backed by Jeff Bezos and Lauren Sánchez, per Puck. Seemingly as a result of the American Eagle brouhaha, Sweeney’s brand partner, Baskin-Robbins, has shut down comments on TikTok posts featuring the actress.
Sydney Sweeney stars in American Eagle’s fall 2025 campaign.
Courtesy of American Eagle
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