American Eagle has enlisted a new celebrity following the backlash over Sydney Sweeney’s summer ad campaign that sparked controversy over its ‘genes’/jeans pun.
Recently, Sweeney faced criticism for starring in an American Eagle commercial. The ad featuring the Euphoria star drew ire for suggesting she has great genes, which some interpreted as a nod to eugenic ideas.
The Fall 2025 campaign showcased the 28-year-old actress in a double denim outfit, accompanied by the tagline: “Sydney Sweeney has great genes.”
The term ‘genes’ was then humorously altered to ‘jeans’, in a play on words.
The move was met with backlash, with some accusing it of promoting white supremacy, due to the choice of an actress with blond hair and blue eyes for the wordplay. This even led to criticism from another celebrity.
In response, the brand has launched a new advertising campaign, featuring a different celebrity to highlight its denim collection.
Esteemed chef and beloved American personality, Martha Stewart, has been chosen to represent the brand for its holiday advertising. The 84-year-old has become the face of American Eagle’s Give Great Jeans Campaign for the festive season.
In an interview with PEOPLE, Stewart expressed her enthusiasm for the campaign, saying: “Denim is a universal gift that works for everyone on your list. Jeans have always been a staple in my wardrobe, and giving a great pair of AE jeans is always a nice gift to give. I’m constantly moving between decorating, cooking and, most importantly, wrapping gifts, and I need to make sure I have an outfit that is comfortable and stylish.”
The advertisement features Stewart in a fully blue-themed room, preparing gifts for loved ones while donning her denim attire.
This announcement follows closely after Sweeney shared her perspective on the controversy in an interview with GQ.
In her conversation with GQ’s Katherine Stoeffel, Sweeney responded to the criticism: “I did a jean ad.
“I mean, the reaction definitely was a surprise, but I love jeans. All I wear are jeans. I’m literally in jeans and a T-shirt like every day of my life.”
When asked by GQ about the experience of having President Donald Trump among her defenders regarding the American Eagle ad, she described it as ‘surreal’.
“I kind of just put my phone away,” she explained. “I was filming every day. I’m filming Euphoria, so I’m working 16-hour days and I don’t really bring my phone on set, so I work and then I go home and I go to sleep. So I didn’t really see a lot of it.”
In response to a question about the criticism that ‘white people shouldn’t joke about genetic superiority’, Sweeney stated: “I think that when I have an issue that I want to speak about, people will hear.”
American Eagle and Sydney Sweeney’s representatives were contacted for comments on the situation.