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 … “American Eagle Responds Over “Great Jeans” Advert Controversy. The Brand Won’t Back Down!”
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Sydney Sweeney’s “Great Jeans” Campaign Sparks Accusations of Eugenics and Nazi Symbolism
In July 2025, American Eagle launched a high-profile fall campaign featuring Sydney Sweeney, headlined by the tagline “Sydney Sweeney has great jeans.” While the pun on “genes” and “jeans” was intended as playful marketing, the campaign quickly ignited controversy. The Controversial Message In the campaign spots, Sweeney appears in denim and remarks, “Genes are passed … “Sydney Sweeney’s “Great Jeans” Campaign Sparks Accusations of Eugenics and Nazi Symbolism”