Outrage spreads quickly, frequently outpacing logic. The response to American Eagle’s denim campaign featuring Sydney Sweeney was nearly immediate. All it took to spark widespread online ire was a pun on the word “genes” that was twisted into the tagline, “Sydney Sweeney Has Great Jeans.” On closer examination, however, the intensity of the backlash might be more indicative of prevailing cultural tensions than the campaign itself.
The marketing team at American Eagle has defended the advertisement in recent days, calling it a celebration of denim and individuality. According to the brand’s Instagram post, the tagline was “about the jeans.” Her pants. Her narrative This statement appeals to the brand’s Gen Z authenticity ethos while feeling both strategic and emotionally truthful. However, the internet is rarely forgiving, especially when it is agitated by ideological flashpoints.
With her remarkable roles in HBO’s “Euphoria” and “The White Lotus,” Sweeney had established herself as a representation of aspirational cool. Theoretically, her alliance with American Eagle was a very successful one. She strikes the perfect balance between relatable charm and red carpet elegance, which American Eagle’s CMO Craig Brommers hailed as defining for Millennials and Gen Z.
However, some saw the seemingly innocuous pun—delivered in a promotional video as Sweeney remarked, “My jeans are blue,” while zipping up her jeans—as a covert nod to eugenics. Despite being glaringly extreme, the accusation gained traction in online environments where subtleties are frequently lost. Sweeney’s white, blond appearance and the emphasis on “great genes” were viewed by critics as reinforcing Western beauty standards or, worse, as implying racial superiority.
Sydney Sweeney – Personal & Professional Snapshot
| Attribute | Details |
|---|---|
| Full Name | Sydney Bernice Sweeney |
| Date of Birth | September 12, 1997 |
| Birthplace | Spokane, Washington, USA |
| Nationality | American |
| Profession | Actress, Producer |
| Known For | Euphoria, The White Lotus, Anyone But You |
| Campaign Highlight | American Eagle “Great Jeans” Ad |
| Instagram Followers | 25 million+ |
| Controversy Trigger | Wordplay on “genes” vs. “jeans” sparking accusations of racial coding |
| Official Campaign Info | WWD Article on Campaign |
Others, on the other hand, saw this as an example of cancel culture gone haywire. Conservative leaders, including Vice President JD Vance and Trump’s communications director Steven Cheung, quickly characterized the backlash as a liberal overreaction. Vance mockingly compared admiration for Sweeney’s appearance to Nazi sympathizing, which he thought was ludicrous, while Cheung called it “moronic.”
Due to its intersection of race, beauty standards, and advertising strategy—topics that are still particularly delicate in a divided America—the campaign struck a chord. Sydney Sweeney hasn’t responded directly yet, but her Instagram post with the now-famous phrase “I have great jeans… now you can too” stoked the controversy. In the midst of controversy, it displayed brazen confidence, possibly even defiance.
From the standpoint of branding, this action is similar to the bold yet successful strategies employed by businesses such as Abercrombie & Fitch in the early 2000s and Calvin Klein in the 1980s. Boundary-pushing advertisements back then were incredibly successful at evoking strong feelings, which frequently resulted in sales. However, things have changed in 2025. Brands are expected to carefully reflect changing social norms because today’s audiences are much more aware.
However, not everyone thinks American Eagle is deserving of the reprimand. Jennifer Sey, a former president of Levi’s, described the campaign as “fun” and mentioned that she had witnessed similar imaginative pitches in the past. She insisted that the ad’s humor and self-awareness make it particularly innovative rather than problematic, and she commended the brand for resisting what she perceives to be performative outrage.
Scott Woodward, a branding expert, disagreed. He said the tone of the campaign was “just off,” especially considering the state of culture at the moment. He was more worried about how the pun was interpreted and how the brand did not foresee the response than he was about the pun itself. He compared the ad’s failure to a lesson learned in the classroom about how to interact with Gen Z customers.
Even more bluntly, Sacred Heart University professor David Loranger called American Eagle’s crisis response “fundamentally flawed.” He asserts that the company ought to have tested the messaging prior to launch and foreseen any possible backlash. Rather than doubling down, they ran the risk of coming across as tone deaf, which is a criticism that can drastically lower brand loyalty.
It’s interesting to note that the campaign might have unexpected effects on Sydney Sweeney’s reputation. Loranger noted that although celebrity endorsements typically help brands grow, this situation could have the opposite effect. She might be dragged into a reputational storm by the “great jeans” campaign, which could damage her public image at a crucial juncture in her career. It’s an uncommon situation that brings to mind the Travis Scott-Dior controversy, in which the fashion brand put a halt to a partnership following the Astroworld tragedy.
In spite of the criticism, the campaign temporarily increased market share. Although the stock fell a little later, American Eagle’s market value reportedly increased by $400 million as a result of the July 23 launch. However, reputational strength is not always correlated with financial gain.
Stephen Colbert, a comedian, also expressed his opinion that the outcry was exaggerated. Claims of white supremacy or eugenics were rejected by him, who described the controversy as “a bit much.” That sentiment echoed the feelings of many casual observers, who may believe that this is more about a cultural moment caught in a never-ending moral panic than it is about Sweeney or jeans.
The controversy reveals something particularly intriguing from a sociological perspective. Advertising is no longer neutral, particularly when it features white celebrities. Every gesture, image, and word is examined. More accountability may result from this scrutiny, but it may also inhibit artistic expression.
Ultimately, American Eagle’s campaign may be remembered more for the larger discussion it generated than for its aesthetics. It illustrates the real-time renegotiating of humor, language, and beauty. The lesson this particular advertisement teaches us about branding in a time of increased social consciousness is more significant than whether or not it “warrants” a backlash.
