New York, August 2, 2025 — American Eagle has issued a formal statement defending its latest advertising campaign featuring actress Sydney Sweeney after social media users criticized the campaign’s slogan for allegedly containing racially insensitive undertones.
The campaign, titled “Sydney Sweeney Has Great Jeans,” is part of the retailer’s Fall 2025 promotion and showcases the Euphoria star modeling various denim pieces. While the campaign intended to use a lighthearted pun on the word “jeans,” critics argued that the slogan could be misinterpreted as a reference to “great genes,” suggesting racial and physical ideals.
Online Criticism and Interpretation
The backlash began shortly after the campaign’s release, with some viewers on social media drawing parallels between the ad’s wording and historical phrases used to promote racial superiority and physical ideals. A report by Salon stated that the campaign’s messaging echoed language “historically used to celebrate whiteness, thinness, and Eurocentric standards of beauty,” and called it a “tone-deaf marketing decision.”
One video from the campaign, which drew particular attention, features Sweeney lying on a bed and zipping up her jeans. In the voice-over, she says, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.” The narrator then adds, “Sydney Sweeney has great jeans.”
The ad’s wordplay was intended to be humorous and fashion-focused, according to American Eagle. However, some critics accused the campaign of unintentionally invoking language associated with eugenics — a controversial and discredited ideology that promotes selective breeding to enhance genetic traits.
American Eagle Issues Statement
In response to the growing criticism, American Eagle addressed the controversy directly on its official Instagram account on Friday:
“‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story,” the company stated.
“We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
The retailer emphasized that the message was meant to highlight individuality and self-expression through fashion, not to make commentary on genetics or identity.
Sydney Sweeney Remains Silent Amid Controversy
As of now, actress Sydney Sweeney has not commented publicly on the issue. The 27-year-old, best known for her roles in Euphoria and Reality, remains one of the brand’s most prominent ambassadors.
American Eagle’s response signals its intent to stand by Sweeney while reaffirming its commitment to inclusive marketing and body positivity. The brand continues to promote diversity and self-expression across its campaigns, despite the misinterpretation of the current ad’s messaging.
