Sydney Sweeney is facing criticism for her role in a controversial jean brand campaign that many are labeling ‘disturbing’ and ‘racially insensitive’.
The 27-year-old actress was chosen by American Eagle to be the face of their fall 2025 denim catalogue. However, the campaign has not been well-received by the public.
American Eagle stated its intention to ‘further elevate its position as the #1 jeans brand for Gen Z’. Despite this, both the company and Sweeney are now embroiled in controversy, not due to the denim itself, but because critics claim the ad celebrates the Euphoria actress’s whiteness.
In the advertisement, Sweeney wears a full denim outfit while putting up a poster with the tagline: “Sydney Sweeney has great genes.”
The word ‘genes’ is then humorously crossed out and replaced with ‘jeans’.
Many users took to social media to voice their concerns, suggesting that the wordplay is insensitive and suggests white supremacy.
“This is what happens when you have no people of color in a room. Particularly in a time like this,” read one Instagram comment. “This ad campaign got so caught up in this ‘clever’ play on words and this stunt the people in the room missed what was so blatantly obvious to anyone not White.”
Another user remarked: “It’s giving ‘Subtle 1930’s Germany’,” while someone else joked: “Eujeanics.”
A Salon report highlighted that the phrase ‘great genes’ has historically been used to ‘celebrate whiteness, thinness and attractiveness’, calling the campaign a ‘tone-deaf marketing move’.
In 2020, President Donald Trump faced similar criticism when he told a predominantly white crowd in Minnesota: “You have good genes, you know that, right?”
“You have good genes. A lot of it is about the genes, isn’t it, don’t you believe? The racehorse theory. You think we’re so different? You have good genes in Minnesota.”
His remarks drew backlash from the local Jewish community, who said the comments echoed Nazi ‘race science’.
The similarities between Trump’s comments and the American Eagle ad have prompted many on Twitter to compare the two, with some suggesting it praises the ‘good genes’ of a white, blue-eyed blonde woman.
“People not realizing the eugenics ideology behind Sydney Sweeney’s jeans ad is like very terrifying you guys desperately need to grow a brain,” one tweet read.
“Holy s**t that American Eagle Sydney Sweeney jeans ad is f**king disturbing,” commented another user.
A TikTok marketing expert, known as vital_media_marketing, criticized the ad’s focus on Sweeney’s body and features, suggesting it highlights her ‘family tree and the genetics that have been handed down to her’.
Angie stated: “Praising Sydney Sweeney for her ‘great genes’ in the context of her white, blonde hair, blue-eye appearance, is one of the loudest and most obvious racialized dog whistles we’ve seen and heard in a while.”
Not everyone agrees with the backlash. One Twitter user remarked: “I’m not sure how to say this nicely but if you think a jeans ad with a pun about Sydney Sweeney being pretty is a nazi dogwhistle you genuinely need to put the phone down for a while.”
Some suggested that the ad could have been more tasteful if it included a diverse range of people with the same tagline, celebrating different nationalities and skin colors.
Jennifer Foyle, President and Executive Creative Director of American Eagle Outfitters Inc, commented: “With Sydney Sweeney front and center, she brings the allure, and we add the flawless wardrobe for the winning combo of ease, attitude and a little mischief.”
Sweeney also commented on the campaign: “There is something so effortless about American Eagle – it’s the perfect balance of being put-together but still feeling like yourself.”
UNILAD has reached out to American Eagle and Sydney Sweeney’s representatives for a response.