American Eagle has issued a formal response to the growing online controversy surrounding its viral Sydney Sweeney ad campaign, which sparked widespread debate over a supposed wordplay between “jeans” and “genes.”
The campaign, titled Sydney Sweeney Has Great Jeans, features the actress in a denim-forward spot where she quips, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.”
What was intended as a cheeky, fashion-forward pun has instead triggered waves of internet backlash, with critics accusing the campaign of dog-whistling racial purity, due to Sweeney’s blonde hair and blue eyes. Some TikTok users went so far as to call it “eugenics-coded,” while others insisted it was simply a clever double entendre that spiraled into baseless online hysteria.
On Friday, American Eagle broke its silence with an Instagram statement: “Sydney Sweeney Has Great Jeans is and always was about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
Despite calls for a response, Sweeney herself has not publicly addressed the controversy. The Euphoria and White Lotus star remains one of Hollywood’s busiest talents, currently appearing in Echo Valley with Julianne Moore, and gearing up for roles in Americana (opposite Halsey), The Housemaid (opposite Amanda Seyfried), and the boxing biopic Christy, in which she’ll portray real-life fighter Christy Martin.
The campaign fallout hasn’t stopped her commercial momentum either, though it may have added some turbulence. Baskin-Robbins, one of Sweeney’s brand partners, disabled TikTok comments on recent posts featuring the star.
Meanwhile, she continues to ride high with deals for Armani Beauty, Miu Miu, Laneige, Bai, HeyDude, Ford, and even a viral soap collaboration with Dr. Squatch that sold her literal bathwater as part of a limited-edition formula.
Per Puck, Sweeney is also developing her lingerie line, reportedly with backing from Jeff Bezos and Lauren Sánchez. As for the AE campaign, some see the backlash as yet another flashpoint in the ongoing culture wars. One TikTok commenter put it plainly: “Y’all are mad at Sydney Sweeney because she’s white, she’s blonde, she’s blue-eyed, and she looks good. I am DEI’d out.”
And while late-night hosts like Stephen Colbert have joked about the situation, the debate raises broader questions about how far brands can push playful wordplay before stepping into the minefield of interpretation in an era of heightened social sensitivity.
Whether you think it’s cancel culture, clickbait outrage, or a genuine misstep, American Eagle is standing by its campaign and its star.
REELated:
Sydney Sweeney has great jeans & American Eagle has problems
