Sydney Sweeney’s latest campaign with American Eagle is turning heads…and not just for its denim.
The ad, centered around the supposedly cheeky tagline ‘Sydney Sweeney Has Great Jeans,’ plays on the word “genes,” as the Australian actress talks about inheriting traits like blue eyes and blonde hair, ending with, “My jeans are blue.”
However, it has quickly sparked into controversy. Many online critics and social media users say the ad’s focus on Sweeney’s appearance, specifically her light eyes and hair, paired with the choice wordplay, veers uncomfortably close to messaging around genetic superiority. The backlash has been swift and sharp, with some calling it tone-deaf and even racist.
On the flip side, some conservative voices are praising the campaign for “keeping things simple” and not catering to progressive ideals.
Meanwhile, singer Doja Cat added fuel to the fire by parodying the ad in a viral TikTok, mimicking Sweeney’s delivery in an exaggerated Southern drawl.
Amidst the volume-heavy uproar, American Eagle’s stock has reportedly soared since the campaign’s launch. The brand also released a limited-edition “Sydney Jean,” featuring a butterfly logo and donating 100% of profits to domestic violence prevention.
Neither Sweeney nor American Eagle have commented publicly, but in a year full of bold branding, this might be the most polarizing jeans ad yet.
Check out more below…
