(C): Twitter
Last updated on August 18th, 2025 at 06:47 am
In July 2025, American Eagle launched what it hoped would be a cheeky, trend-savvy campaign to revive its denim image. Featuring actress Sydney Sweeney,of Euphoria, The White Lotus, and Madame Web fame,the campaign tapped into Gen-Z humor, body positivity, and a bit of ironic wordplay. But what started as a clever pun has spiraled into a cultural firestorm, with accusations of racism, elitism, and veiled white supremacist messaging stirring daily debate.
At the center of the controversy is a now-viral ad in which Sweeney, dressed in American Eagle denim, addresses the camera:
“Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour. My jeans are blue.”
The ad ends with the punchline, “Sydney Sweeney has great jeans.” In a follow-up clip posted to Instagram, she approaches a billboard that reads “Great Genes”, crosses out “genes” and writes “jeans”, then smiles: “See what I did there?”
The wordplay,intended as lighthearted,was immediately criticized for its undertones. Sweeney, with her blonde hair and blue eyes, delivering a line about “great genes,” has struck an uncomfortable chord with many viewers. Critics argue the visuals evoke America’s history with eugenics,a pseudoscientific movement that promoted racial “purity” and was used to justify sterilization laws, segregation, and ultimately, ethnic cleansing policies in Nazi Germany.
What may have passed unnoticed in another context has become deeply polarizing, especially in an election year when American identity and inclusivity are front and center.
Several factors amplified the backlash: Sweeney’s image as a conventionally attractive, white, blue-eyed woman; the literal mention of genetics; and a climate of growing sensitivity around coded language in the media. Critics argued that even if the pun was unintentional, it was tone-deaf at best.
“Are we seriously doing eugenics chic now?” posted one X (formerly Twitter) user, garnering thousands of retweets. Others pointed to American Eagle’s past emphasis on inclusivity, including its Aerie sub-brand known for unretouched images and body diversity, calling the ad a “betrayal.”
Emma McClendon, assistant professor of fashion studies at St. John’s University, said the backlash stems from the deep cultural symbolism of denim: “Denim is deeply tied to national identity, and we’re in a moment where that identity feels unstable. People are actively debating who gets to be American and what the country stands for. In that context, using genetics,even as a pun,feels clearly meant to provoke.”
The cultural tension only grew when Beyoncé launched her own denim campaign for Levi Strauss & Co. shortly after. Sporting blonde hair and a series of denim-on-denim looks, Beyoncé’s “Live in Levi’s” campaign featured her dancing at laundromats and dive bars, then riding off on a motorcycle,all with her signature mix of glam and grit.
Her fans quickly began drawing comparisons. While Sweeney’s ad was dissected for its alleged subtext, Beyoncé’s visuals were lauded by many for their energy and playfulness. Still, the dual presence of two high-profile blonde women in denim ads prompted deeper conversations about race, beauty standards, and cultural messaging.
Adding to the flames, commentator Megyn Kelly claimed Beyoncé’s campaign was “the opposite” of Sweeney’s and said, “Quite clearly there is nothing natural about Beyoncé.” That remark, seen by many as racially charged, only widened the cultural divide between the two campaigns.
The Sweeney ad quickly entered the political arena when former President Donald Trump weighed in. After being told that Sweeney is a registered Republican in Florida, he posted on Truth Social:
“#SydneySweeney, a registered Republican, has the HOTTEST ad out there. It’s for American Eagle, and the jeans are ‘flying off the shelves.’ Go get ‘em Sydney.”
Toni Holt Kramer, president of Trumpettes USA, took it further, saying she’d be gifting American Eagle jeans,with a photo of Sweeney,for birthdays and Christmas.
To many, Trump’s endorsement seemed to validate concerns that the ad played into conservative ideals of race, beauty, and “American values.” To others, it was simply a political figure hopping onto a viral moment. Either way, it reinforced how fashion campaigns,especially involving denim,remain a battlefield for American cultural identity.
Despite the criticism, American Eagle’s campaign has delivered a measurable financial boost. The company’s stock jumped 23.5% the Monday after the ad debuted, closing at $12.82 per share. Levi Strauss also benefited from the surrounding buzz,up nearly 2%, closing at $20.38 per share.
On Instagram, Beyoncé’s denim image racked up over 72,000 likes in a single day, while Sweeney’s video drew millions of views on TikTok and Instagram. American Eagle may not be responding publicly, but the numbers suggest the campaign,controversial or not,is doing exactly what marketing is meant to do: get attention and drive sales.
Still, experts say this isn’t just another flash-in-the-pan PR stunt. “We’re seeing a cultural referendum unfold in the comments section,” said Kent State professor Catherine Amoroso Leslie. “Denim represents more than fabric,it’s a stand-in for values.”
The political symbolism of jeans is not new. In the 1960s, denim became the unofficial uniform of the counterculture movement. In 1995, Calvin Klein’s provocative ads stirred national outcry and even a Justice Department investigation. And in 2022, researchers found that the political leanings of fashion brands’ followers revealed surprising divides. American Eagle, for instance, was found to be slightly left-leaning, though less so than competitors like Urban Outfitters or Gap.
Fashion historian Joseph Hancock noted that jeans have always been revolutionary: “In Rebel Without a Cause, James Dean wears denim to reject conservative values. Levi’s origins themselves are immigrant-rooted,let’s not forget, Levi Strauss was a Jewish tailor.”
Meanwhile, denim designer Mohsin Sajid offered a simpler solution: “American Eagle should’ve included women of other races saying the same tagline. Then there wouldn’t have been such an issue at all.”
What began as a tongue-in-cheek play on words has become a full-blown cultural moment. Whether American Eagle intended to stoke controversy or simply got caught in the crosshairs of an increasingly politicized culture, one thing is certain: jeans are once again doing what they’ve always done best,ripping open conversations about identity, freedom, rebellion, and who gets to define “greatness” in America.
As denim sales soar, and critics and defenders alike keep debating, the real question may not be what Sweeney meant,but what America is ready to read between the seams.
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