American Eagle Faces Backlash Over Sydney Sweeney 'Great Genes' Campaign

American Eagle's Fall 2025 ad campaign featuring actress Sydney Sweeney has sparked widespread social media backlash due to its slogan "Sydney Sweeney Has Great Jeans," which critics argue invokes racially insensitive and eugenic connotations by playing on the pun between "genes" and "jeans." The campaign showcases Sweeney in various denim pieces, with voiceovers referencing genetic traits like hair and eye color, which some viewers interpreted as promoting Eurocentric beauty standards and white supremacy narratives. American Eagle and Sweeney both defended the campaign, stating the intention was to celebrate individuality, fashion, and confidence, with all proceeds benefiting a mental health nonprofit. Despite the brand's clarifications and a formal statement emphasizing the focus on self-expression rather than genetics, the controversy continues to fuel debates about race, beauty standards, and the cultural impact of advertising. Sweeney returned to social media after the backlash, sharing a subtle message amid the criticism. The campaign highlights the challenges brands face in navigating cultural sensitivities in marketing.