In what was supposed to be a playful, cheeky campaign about denim, American Eagle and actress Sydney Sweeney have found themselves in the middle of a fiery cultural debate. The recent ad campaign—featuring Sweeney and the slogan “Sydney Sweeney Has Great Jeans”—was meant to be a light pun. But what some viewed as clever wordplay, others interpreted as problematic messaging with deeper implications.

‍

‍

The ad plays on the double meaning of “jeans” and “genes,” with one version showing Sweeney correcting a billboard that reads “great genes” to say “jeans.” In another, she cheekily explains, “Genes are passed down from parents to offspring… My jeans are blue.”

‍

‍

However, the campaign quickly drew criticism online. Many viewers took issue with the focus on Sweeney’s appearance—she is blonde and blue-eyed—and how the phrase “great genes” could be interpreted as promoting outdated and dangerous ideals around race and beauty. On social media, users and even some academics pointed out that the phrase has a long and disturbing history of being associated with eugenics and white supremacist ideologies.

‍

‍

One TikTok user compared the ad’s language and visuals to vintage propaganda posters, while others criticized American Eagle for being tone-deaf. A professor even went on national television calling it a flirtation with “genetic superiority” themes.

‍

‍

Despite the backlash, conservative media figures and politicians quickly came to Sweeney’s defense. Senator JD Vance, White House Communications Director Steven Cheung and even commentators like Megyn Kelly called the outrage “performative” and accused critics of overreacting. “This is why people voted for Trump,” one commentator tweeted. Former race car driver Danica Patrick also chimed in, saying the campaign was harmless and “people just need to lighten up.”

‍

‍

Even Elon Musk’s Tesla brand threw in some shade—posting a parody image of their robot “Seatney” testing American Eagle denim, further fueling the internet firestorm.

‍

‍

American Eagle released a statement on Instagram attempting to clarify their intentions. “This campaign was always about the jeans,” the company wrote, emphasizing inclusivity, confidence, and expression. “Great jeans look good on everyone,” they added. The brand stood by its creative direction but acknowledged the strong reactions it had provoked.

‍

‍

The campaign also seemed to have a financial upside. Since its release, American Eagle’s stock saw a nearly 10% increase, suggesting the controversy may have drawn more attention—and potentially sales—than a safer campaign would have.

‍

‍

This isn’t the first time Sydney Sweeney has found herself in political crossfire. From viral backlash over her family’s MAGA-themed birthday party last year to criticism of her role choices, she’s becoming an unlikely symbol in the ongoing tug-of-war between progressive and conservative cultural factions.

‍

So, was this campaign a clever denim pun gone wrong? A deliberate attempt to stir the pot? Or just another case of a brand failing to read the room?

‍

‍

Either way, one thing is clear: what started as a quirky play on words about jeans has sparked a much bigger conversation—one that says more about our cultural climate than anyone expected.

‍