Sydney Sweeney has found herself in the middle of controversy again—this time over a denim campaign with American Eagle that’s sparking serious debate online.
The campaign, titled “Sydney Sweeney Has Great Jeans,” was intended to be cheeky. But critics say it veers into problematic territory, especially given its focus on physical traits and a wordplay that blurs lines between “jeans” and “genes.”
In one video, Sweeney leans over her Ford Mustang’s engine, wipes her hands on the back of her jeans, and gets a lingering close-up before driving away. In another, she says, “Genes are passed down from parents to offspring,” while fidgeting with her pants. “My genes are blue.” The ad ends with a narrator declaring, “Sydney Sweeney has great jeans.”
Some viewers weren’t impressed.
On TikTok, creators accused the campaign of “glorifying a racial ideal” by focusing on a white, blond, blue-eyed woman talking about genes. Others slammed the ads as tone-deaf and outdated, arguing they rely heavily on the male gaze.
Despite the controversy, American Eagle has stood by the campaign—kind of.
“The campaign is and always was about the jeans. Her jeans. Her story,” the company shared on Instagram. “We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
The backlash has drawn comparisons to past ads—most notably then-15 year old Brooke Shields’ infamous 1980 Calvin Klein spot. Though Sweeney is 26, the tone of the campaign left some feeling déjà vu.
Ironically, the jeans featured in the campaign have a philanthropic twist. A butterfly detail on the back pocket represents domestic violence awareness, something Sweeney is passionate about. According to the brand, all proceeds from the jeans go to Crisis Text Line, a nonprofit providing free, confidential mental health support.
Still, the positive intent behind the butterfly got lost in the noise. And while the jeans may be great, not everyone’s buying the message.
