American Eagle has finally broken its silence over the uproar sparked by its controversial advertising campaign featuring actress Sydney Sweeney. The now-infamous tagline, “Sydney Sweeney Has Great Jeans,” ignited intense backlash, with critics accusing the brand of invoking racist and eugenic undertones due to the clever wordplay between “jeans” and “genes.” Despite the controversy, the retailer stands unwavering behind its message. source
Shortly after the campaign launched on July 23, the ad went viral. In one video, Sweeney quips about how genes determine traits like hair and eye color, before revealing her “jeans are blue.” Critics highlighted her blonde hair and blue eyes as symbols of Western beauty ideals, sparking online debate and accusations that the ad echoed historic eugenics rhetoric linked to white supremacy. source Many viewed the pun as tone-deaf or even propagandistic, comparing it to Nazi dog whistles. source
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Remarkably, audiences diverged sharply—some celebrating the campaign as a tongue-in-cheek anti-woke statement, others insisting it was blatant pandering to exclusionary ideals. Even Fox News pundits praised it as an anti-woke triumph, while others were outraged. source
On August 1, the brand issued a formal statement via Instagram:
“Sydney Sweeney Has Great Jeans is and always was about the jeans. Her jeans. Her story. Great jeans look good on everyone.” source
According to a company executive, the line was approved by Sweeney herself during planning—she allegedly responded, “Let’s push it, I’m game,” when asked how far to go professionally. source
Ironically—or perhaps intentionally—the controversy boosted the campaign’s visibility. American Eagle’s stock shot up over 10% overnight, adding more than $200 million to its market value. Observers speculated that controversy generation was a deliberate locomotive for buzz. source Social media analytics later showed accelerated engagement, and some conservative pundits hailed the campaign as anti-culture-woke messaging. source
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Critics argue that irrespective of intent, brands must consider historical baggage in creative messaging. Linguistic scholars argue the play on “great genes” is embedded in a racially exclusive language tradition. source Meanwhile, American Eagle and its defenders see it simply as clever marketing, celebrating denim inclusivity.
American Eagle’s final word on the controversy is clear: the ad was always about the jeans—not the genes—and remains committed to inclusive messaging. However, the incident highlights how advertising, even for a basic wardrobe staple, can touch deep cultural nerves in today’s polarized digital climate.