What Happened?
American Eagle’s new ad campaign starred Sydney Sweeney in a denim-centric promotion titled “Sydney Sweeney Has Great Jeans.” A play on words with “genes,” the campaign features Sweeney—a blonde, blue-eyed white woman—talking about genetic inheritance:
Genes are passed down from parents to offspring… even eye color. My jeans are blue.” Reddit+15ABC+15The Cut+15
️ The Controversy
Critics argue this wordplay and imagery echo eugenic ideology by highlighting traits historically associated with racial superiority (white, blonde, blue-eyed), generating backlash over perceived racial and ideological undertones. euronews+5FOX 9 Minneapolis-St. Paul+5Straight Arrow News+5
Civil rights scholars and social media users likened the message to “Nazi propaganda” and said it reinforces outdated beauty standards tied to white supremacy. euronewsFOX 9 Minneapolis-St. PaulThe Australian
Social Media Response & Mockery
The campaign went viral on TikTok and X, with users using the ad’s audio to mock the delivery and implication of the message. Some posts satirized her speech pattern; others repurposed the voiceover to call out the campaign’s perceived racism. Even artist Doja Cat posted a parody that drew millions of views. The Indian Express+2Adweek+2euronews+2
Reddit threads criticized the ad’s concept and tone, calling it cringy and out-of-touch. AP News
Brand Fallout & Corporate Position
American Eagle experienced an initial earnings bump—sales surged ~10% and stock rose up to 16%—before dropping due to the controversy. Adweek+2Cinco Días+2People.com+2
While some internal polls reportedly showed a majority of viewers liked the ad, the company has not issued public apologies. In some cases, campaign videos have been partially removed. The Indian Express
No statement has come from Sydney Sweeney herself, and American Eagle has largely dismissed criticism as “internet noise.” Reddit+15The Indian Express+15Sportskeeda+15
Expert Analysis
Marketing and narrative medicine scholars have highlighted how the campaign unintentionally channels eugenic rhetoric, especially given the ad’s association with traits long promoted by supremacist ideologies. euronews
Others compared it to earlier controversial ads (like 1980s Calvin Klein campaigns) known for invoking narrow beauty ideals and the male gaze—raising concerns about representation and tone-deaf messaging. People.com+3The Cut+3The Australian+3
✅ Key Takeaways
Feature Details
Campaign Title “Sydney Sweeney Has Great Jeans” (play on “genes”)
Cause of Backlash Perceived eugenic messaging; celebration of stereotypically “white” traits
Social Media Reaction Viral mockery, TikTok parodies (including Doja Cat), criticism on Reddit/X
Brand Impact Initial sales/stock gains (7–16%), followed by reputational and market pullback
️ Official Response American Eagle silent or minor removal of content; Sydney unchanged publicly
Expert View Campaign seen as tone-deaf, racially exclusionary, possibly intentional provocation
In summary: What started as a cheeky ad pun turned into a major public relations crisis, with critics arguing the “genes/jeans” concept evoked racist and eugenic connotations—especially troubling given the visual emphasis on Sweeney’s white, blue-eyed look. While it boosted sales temporarily, it has sparked broader debates over racial representation, advertising ethics, and the boundaries of provocation in marketing.
