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Why Sydney Sweeney ’s American Eagle Campaign Has Sparked Backlash

Here’s what’s really behind the campaign — and why Sydney Sweeney is no stranger to controversy

Archivado en: Sydney Sweeney  •  

Sydney Sweeney, best known for her role in Euphoria, continues to be one of Gen Z’s favorite it girls. Her rising fame has made her a go-to for major brand collaborations—including her recent partnership with American Eagle. But what started as a fun, fashion-forward campaign has quickly turned into one of this summer’s most heated debates.

The campaign, launched on July 23, has been criticized for sending questionable messages and for overly sexualizing the actress. Titled “Sydney Sweeney Has Great Genes,” it plays on the double meaning of “genes” (as in DNA) and “jeans” (denim). Which sound the same in English.

One of the most talked-about clips features Sweeney showing off the jeans while saying, “My body’s composition is determined by my genes,” as the camera focuses on her chest. She then adds, “Hey! My eyes are up here.” A male voice then ends with the line: “Sydney Sweeney has great jeans.”

In another video, she’s seen lying down while buttoning her jeans as a voiceover explains, “Genes are passed down from parents to offspring, often determine traits like hair color, personality, and even eye color. My jeans are blue.”

The campaign has sparked strong reactions online, with critics calling out the brand for using outdated tropes and making light of genetic messaging in a way that feels tone-deaf.

Why Has It Sparked Backlash?

The campaign has been criticized for having “fascist undertones” and for promoting ideas linked to eugenics—a now-debunked theory that pushed for “improving” the human population by favoring certain genetic traits. For many online, the fact that the ad features a white, blonde, blue-eyed woman talking about having “great genes” reinforces harmful beauty standards that, historically, have been tied to ideas of racial superiority.

The backlash has grown so much that even U.S. Senator Ted Cruz jumped in to defend Sydney Sweeney, saying: “Wow. Now the crazy Left has come out against beautiful women. I’m sure that will poll well…”

People have also pointed out how similar this campaign feels to the infamous Brooke Shields ads from the ’80s—especially scenes where she talked about genes while getting dressed or laying down to fit into her jeans. Those past ads were also criticized, especially after Shields later opened up about how she was sexualized at a very young age in Hollywood.

What’s Really Behind the Campaign? And Why This Isn’t Sydney’s First Controversy

The campaign is part of a major rollout, featuring over 200 pairs of jeans and 50 new styles. According to American Eagle’s creative team, Sydney Sweeney brings “attitude, confidence, and a touch of cheekiness” to the brand. But while the campaign tried to be playful with language, it ended up sparking a heated debate about the limits of provocative advertising.

As for Sweeney, this isn’t the first time she’s caused a stir online. She recently made headlines after launching a soap supposedly made from her own bathwater, and some of her ads have continued to raise eyebrows, especially around how she’s being portrayed and the ongoing conversation about oversexualization in the industry.

Meanwhile, Sweeney and American Eagle has remained officially silent—there’s been no apology and the ads are still running. A so-called statement that made the rounds on social media was later confirmed to be fake.