In July 2025, American Eagle launched a new denim advertising campaign starring actress Sydney Sweeney, and quickly found itself at the center of a cultural controversy spanning social media, politics, and brand reputation. The campaign’s tagline, “Sydney Sweeney has great jeans,” is a pun on “jeans” and “genes.” The campaign includes video spots in which Sweeney states,
“Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour,” she says in another video which has since been removed.
“My jeans are blue.”
Allegations of Eugenics and Racial Undertones
The campaign generated immediate attention for its wordplay on “jeans” and “genes,” and for its focus on Sydney Sweeney’s blue eyes and blonde hair. Social media commentators, cultural critics, and some scholars expressed concern that the ads—featuring Sweeney referencing how genes shape traits like eye color—could be read as referencing eugenics and exclusionary beauty standards.
These concerns gained traction due to the campaign’s release amid heightened awareness of representation and coded language in fashion media. However, others argued that playful wordplay and self-aware puns are not new to denim marketing, and that calling this campaign a dog whistle was overblown.
Response from American Eagle and Sweeney
American Eagle issued an official statement defending the controversial campaign:
“Sydney Sweeney Has Great Jeans is and always was about the jeans.”
In response to mounting controversy, American Eagle released an official statement clarifying that the “Sydney Sweeney Has Great Jeans” campaign was always meant to celebrate denim itself, not genetics or specific beauty traits. Sydney Sweeney, when she eventually spoke out, described her surprise at the reaction but emphasized her genuine love for denim and the everyday authenticity of her style.
The company and Sweeney both opted to push ahead, with American Eagle’s CEO and marketing team reiterating their support for the campaign and introducing additional creative elements despite the debate.
Political & Market Fallout
The campaign drew commentary from multiple political corners. Former President Donald Trump and right-wing influencers called the ad an “anti-woke” victory. Meanwhile, progressives and some cultural critics argued that the reference to “genes” perpetuated exclusionary beauty standards.
Despite—or perhaps because of—the intense debate, American Eagle’s stock price surged by 26% in the weeks following the ad’s release.
Campaign Details and Social Initiatives
The campaign promoted a limited-edition “Sydney Jean” retailing for $79.95, with proceeds supporting the Crisis Text Line for free mental health services. Despite the surrounding controversy, American Eagle maintained that its focus was, and remains, on its denim product line.
Analysis: Marketing, Meaning, and Outrage
Marketinhg experts argue that while the campaign’s wordplay generated outrage and virality, it ultimately drove brand attention. Controversy generates clicks, and the outrage arguably makes this ad a success.
Key Stats and Takeaways
- 26% surge in stock price after campaign launch.
- Sydney Sweeney’s campaign coincided with the release of a limited-edition charity item.
- “Great jeans” / “genes” wordplay sparked nationwide debate on ad intent.
- New conversation about genetic language, marketing, and social values.
Bottom Line
The American Eagle “Great Jeans” controversy highlights the power, and peril, of manipulating language and cultural cues in modern marketing. While the company stands firm on its creative intent, the backlash and acclaim illustrate the risks brands encounter in a hyperconnected, hypercritical era.
