Sidney Sweeney has faced a backlash on social media after the debut of her new denim campaign with the American Eagle.
The Autumn 2025 campaign launched last week was A sense of happiness and White lotus The star posing in American Eagle’s latest denim line. The catchphrase in the center? “Sydney Sweeney has some great jeans.” But the cheeky pun playing “Great Genes” isn’t landing well for everyone.
Controversial verbal play
In one clip posted on American Eagle’s Instagram, Sweeney stands in front of a sign that reads “Sydney Sweeney has great genes,” with “genes” crossed and replaced by “jeans.” In another video, Sweeney explains: “The genes are passed on to offspring by parents, often determining characteristics such as hair color, personality, and even eye color.” The camera then zooms in to its own blue eyes. She ends with “My jeans are blue.”
Wordplay may have been meant to be smart and easy, but many online users didn’t see it that way. Crossing Tiktok, Threads and X (formerly Twitter), some commenters have denounced brands that have leaned towards messages that reflect eugenics and white supremacist ideology, particularly in the framework of inherited beauty traits.
Sweeney and American Eagle are silent
As of Tuesday morning, neither American Eagle nor Sweeney had publicly responded to the controversy. Representatives of the actress declined to comment, and American Eagle has issued no statement despite increasing criticism.
Still, the campaign continues to be rolled out in AE platforms and stores, with no visible changes.
Behind the denim: Sydney jersey
Controversy aside, the campaign is tied to charity. The centerpiece is a limited edition denim jacket, a “Sydney Jean,” designed in collaboration with Sweeney herself. The jeans are embroidered with butterflies to represent growth, transformation and perceptions of domestic violence. This is a similar cause to Sweeney, who we’ve talked about previously about supporting mental health resources.
All revenue from jeans will benefit Crisis text linea nonprofit organization that provides 24/7 text-based mental health support.
“The charm next to Sweeney girls and the energy of the main character are characteristic of this bold and playful campaign, combined with the ability to not take themselves too seriously,” American Eagle wrote in a press release.
Stock up, comments down
The comments section is full of criticism, but American Eagle stocks have experienced the opposite effect. The company’s shares have risen 21% since the campaign was launched, suggesting that at least the backlash has not yet hurt the business.
The internet remains split
On the one hand, critics are seeking more accountability from the brand and questioning how the message has passed multiple approvals. Meanwhile, some fans have argued that the campaign is meant to be playful and misunderstood.
Regardless of intention, this moment highlights how a word, especially a historic meaning, can derail the most popular marketing efforts.
Whether the brand chooses to respond or to defeat the conversation naturally, one thing is for sure. The campaign is told well beyond the dressing room.
Source: Gayety – gayety.com
