Sydney Sweeney’s new American Eagle Campaign is facing serious backlash

The controversy

Sydney Sweeney’s recent American Eagle campaign has triggered widespread conversations online. The campaign’s wordplay between “genes” and “jeans” quickly drew attention from viewers across the country.

What began as a lighthearted marketing effort grew into a larger debate around beauty standards and representation. Many questioned how advertising messages influence public perceptions and social values.

The campaign’s creative concept

American Eagle designed the campaign around a pun connecting “great genes” to “great jeans,” featuring Sydney Sweeney. The creative team developed multiple video segments where Sweeney discusses genetic inheritance while modeling denim pieces. 

In one controversial clip, she states, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue”. 

The campaign represents American Eagle’s most expensive marketing initiative to date, according to Chief Marketing Officer Craig Brommers, who called Sweeney “the biggest get in American Eagle history.”

Campaign launch and initial reception

The campaign launched with significant fanfare, including appearances on Las Vegas Sphere and Times Square billboards. American Eagle invested heavily in digital activations, including Snapchat lenses and artificial intelligence try-on features for customers. 

Initial reactions were mixed, with some praising the nostalgic early 2000s aesthetic while others immediately criticized the messaging. The campaign quickly gained viral status across platforms, generating millions of views and extensive social media discussion within days of its release.

Primary criticisms of the campaign

Critics argued the “great genes” messaging reinforced troubling beauty standards centered on whiteness and conventional attractiveness. Social media users connected the terminology to historical eugenics concepts, particularly given Sweeney’s blonde hair and blue eyes. 

Many pointed out the uncomfortable parallel between celebrating “good genes” and past discriminatory ideologies that promoted selective breeding for desired traits. 

The criticism intensified when users noted the campaign’s focus on genetic superiority rather than inclusive representation of diverse body types and ethnicities.

Accusations of promoting harmful ideologies

Several social media users and academics labeled the campaign as promoting themes reminiscent of eugenics and white supremacy. Critics drew connections between the phrase “great genes” and historical movements that celebrated specific racial characteristics. 

Some commentators described the advertisements as “tone-deaf” and accused American Eagle of creating “racist dog whistles” through their messaging. 

The backlash gained momentum when users shared their interpretations of the campaign as endorsing outdated and harmful beauty ideals that exclude diverse representations.

The male perspective controversy

Beyond genetic messaging concerns, critics also attacked the campaign for appealing to the “male perspective” rather than empowering female consumers. The camera work that panned across Sweeney’s body drew particular criticism for objectifying women in advertising. 

Many argued that the campaign prioritized appealing to male viewers over creating meaningful content for American Eagle’s primarily female customer base.

The “Hey, eyes up here” line in one advertisement was seen as acknowledging the objectification while simultaneously perpetuating it through the marketing strategy.

Social media reaction and viral criticism

The campaign generated intense discussion across platforms, with TikTok users creating response videos criticizing the messaging. Viral posts accumulated millions of views as users dissected the problematic aspects of the “genes” wordplay. 

Reddit discussions labeled the campaign as “racist, sexist, and eugenics-coded,” while Twitter users shared concerns about the timing and messaging. 

The backlash grew as more users shared the content, amplifying criticism and creating a widespread cultural conversation about advertising ethics and representation.

Celebrity reactions – Doja Cat’s parody

Rapper Doja Cat created a viral TikTok parody mocking Sweeney’s delivery in the American Eagle advertisement. Her video, captioned “My jeans are blee,” mimicked Sweeney’s narration with an exaggerated accent and garnered nearly eleven million views . 

The parody added to the controversy by highlighting the perceived absurdity of the original campaign’s messaging. Doja Cat’s response faced its own backlash, with some accusing her of jealousy while others praised her for calling out problematic advertising through satire and humor.

Lizzo’s response and commentary

Singer Lizzo joined the conversation by sharing a digitally altered image of herself wearing similar denim outfits as Sweeney. Her Instagram post featured the caption “My jeans are black” as commentary on the original campaign’s messaging. 

Lizzo’s response was interpreted as highlighting how the campaign’s focus on “good genes” excluded diverse representation in advertising.

Her participation in the discourse added another layer to the discussion about which bodies and characteristics are celebrated in mainstream marketing campaigns.

Political figures weigh in

Vice President JD Vance defended the campaign during a conservative podcast appearance, criticizing Democrats for their reaction to the advertisement. He suggested that calling people “fascists” for finding Sydney Sweeney attractive was counterproductive political strategy. 

Vance argued that the backlash represented an overreaction to a standard jeans advertisement and predicted it would hurt Democrats in future elections.

His comments further politicized the controversy by framing criticism of the campaign as partisan overreach rather than legitimate concerns about representation.

White House response through Steven Cheung

White House Communications Director Steven Cheung labeled the criticism as “cancel culture run amok” in social media posts. He characterized the backlash as “warped, moronic, and dense liberal thinking” that contributed to electoral outcomes. 

Cheung’s statement amplified the political dimensions of the controversy by connecting advertising criticism to broader cultural and political divisions. His response demonstrated how the campaign became a focal point for debates about “woke” culture and political correctness in American society.

Stephen Colbert’s commentary

Late-night host Stephen Colbert addressed the controversy on “The Late Show,” suggesting the backlash might be excessive. He acknowledged the critics’ concerns while making jokes about the campaign’s messaging and public reaction. 

Colbert’s commentary attempted to find middle ground by recognizing legitimate concerns while also noting the potential for overreaction. His segment reflected broader media attempts to analyze the controversy from multiple perspectives rather than taking definitive political positions.

Sydney Sweeney’s political connections revealed

During the controversy, public records revealed that Sydney Sweeney registered as a Republican voter in Florida in June 2024. This registration occurred after primary elections, indicating support for the general Trump campaign. 

The timing of her voter registration added another layer to the controversy, with critics connecting her political affiliation to the campaign’s messaging.

Her Republican registration provided context for supporters who defended the campaign as pushback against progressive marketing trends in corporate advertising.

American Eagle’s official response

American Eagle issued a statement defending the campaign, emphasizing that it “is and always was about the jeans” rather than genetic messaging. The company stated they would “continue to celebrate how everyone wears their AE jeans with confidence, their way”. 

The response avoided directly addressing the eugenics accusations while reaffirming the campaign’s commercial intent. American Eagle’s measured response reflected corporate attempts to defuse controversy without acknowledging the problematic interpretations of their messaging.

The domestic violence awareness component

The campaign included a charitable element featuring “The Sydney Jean” with butterfly designs representing domestic violence awareness. All proceeds from these limited-edition jeans were designated for Crisis Text Line, a mental health support organization. 

Critics noted that this charitable component was not prominently featured in the campaign’s marketing, suggesting it was an afterthought rather than central messaging.

Want to know about Sydney’s personal life? Check out how Sydney Sweeney and Jonathan Davino called off their wedding.

Financial impact on American Eagle stock

American Eagle’s stock price rose more than 23 percent after President Trump complimented the company’s controversial advertisement. The financial boost occurred despite widespread criticism, suggesting that controversial marketing can generate positive investor sentiment.

Reddit communities and retail investors treated the stock as a potential “meme stock” opportunity due to the viral attention. The stock performance demonstrated how controversy can translate into perceived business value even amid negative public reception.

You think this is it for Sydney? Think again. Find out why Sydney Sweeney’s viral soap is driving the internet absolutely wild.

So, are you siding with the backlash or the support? Comment and let everyone know your stance.

Read More From This Brand:

• Sydney Sweeney breaks silence on split from fiancé Jonathan Davino
• Stars Who Faced Fame’s Harsh Realities
• Kim Kardashian Sued Over Social Media ID

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This slideshow was made with AI assistance and human editing.