American Eagle Addresses Backlash Over Sydney Sweeney “Jeans vs. Genes” Campaign

American Eagle Addresses “Genes vs. Jeans” Backlash in Sydney Sweeney Campaign

NEW YORK — American Eagle has broken its silence on the social media firestorm surrounding its recent campaign featuring actress Sydney Sweeney, insisting the ads are “and always was about the jeans.” The retailer’s statement, posted Friday on Instagram, comes after critics accused the campaign’s playful “genes versus jeans” wordplay of carrying hidden racial messages.

“Sydney Sweeney Has Great Jeans is and always was about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone,” American Eagle wrote.

What Sparked the Controversy?

The focal point was a 15-second clip in which Sweeney delivers a tongue-in-cheek biology lesson:

“Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.”

That simple line ignited an online debate about whether the pun—“great genes” vs. “great jeans”—was an innocent play on words or a dog whistle referencing her blue eyes and blonde hair. A TikTok creator with modest following claimed it was a “racialized dog whistle,” arguing that spotlighting Sweeney’s appearance veiled a nod to eugenics or extremist ideologies. Her video amassed over 1.4 million views.

Supporters Dismiss the Backlash

Just as loud have been voices defending the campaign as harmless—and questioning why anyone would read more into a jeans ad.

“The hate is exhausting,” wrote one TikTok user. “Y’all are mad at Sydney Sweeney because she’s white, she’s blonde, she’s blue-eyed and she looks good. I am DEI’d out.”

Fashion historian Emma McClendon of St. John’s University points out that “denim and identity are deeply connected,” and that a fashion campaign—however lighthearted—inevitably becomes part of cultural discourse. Yet she adds, “Interpreting every pun as a political statement risks infantilizing both brands and audiences.”

White House and Media Weigh In

The debate even reached the White House, where a press spokesperson derided it as “cancel culture run amok,”suggesting that minuscule controversies distract from real issues. On late-night television, Stephen Colbert and others lampooned the uproar as emblematic of our “Twitter-addicted outrage machine.”

Former President Donald Trump—no stranger to reshaping culture wars—hasn’t publicly weighed in on this specific squabble. But his protégé, Vice President J.D. Vance, quipped that Democrats have learned to brand anyone expressing admiration for Sweeney’s beauty as “Nazis.”

American Eagle’s Response and Next Steps

Facing both genuine concern and ironic mockery, American Eagle opted for a brief but firm defense of its campaign. The company’s Jewish CEO and longstanding track record of inclusive advertising underscore its declaration that this was never about race.

A spokesperson told Orbital News that no creative materials will be pulled, and that future spots will continue to feature Sweeney with unabashed focus on the fit, wash, and style of AE’s denim.

“We’ve heard the conversation. But at its core, this campaign celebrates confidence, individual stories, and yes—great jeans,” the spokesperson said.

Sydney Sweeney: The Face of a Generation

Sweeney herself has remained silent, though her career shows little sign of slowing. Since breaking out on Euphoria, she’s headlined The White Lotus and films like Anyone But You, Reality, and Immaculate, with major roles—upcoming—alongside Halsey and Amanda Seyfried.

Her brand partnerships extend far beyond denim: Dr. Squatch, Armani Beauty, Miu Miu, Laneige, HeyDude, Bai, Baskin-Robbins, and Ford. Baskin-Robbins recently disabled comments on posts featuring Sweeney amidst the AE furor—a sign that even innocuous endorsements can draw fresh scrutiny.

Why a Jeans Ad Became a National Ruckus

In an age of hyper-vigilant social media, small decisions can balloon into national arguments. The genes/jeans pun collided with ongoing conversations about race, beauty standards, and the role of brands in cultural battles.

“Whether or not you find Sweeney’s delivery charming or cringe, the fact is we project meaning onto every message,” says marketing strategist Cheryl Overton. “Consumers expect brands to take stands—but they also want authenticity. Striking that balance is tougher than ever.”

As American Eagle moves forward, its clarion call remains simple: “Great jeans look good on everyone.” Whether that sentiment will be enough to quiet critics—or if the next campaign brings a fresh round of debate—only time (and social media) will tell.

— Reported by Orbital News
Sources: American Eagle Instagram; TikTok user videos; American Eagle AD Campaign.

American Eagle Instagram

American Eagle Jeans Campaign

Sydney Sweeney American Eagle campaign.