American Eagle’s recent ad campaign featuring actress Sydney Sweeney has ignited a wave of online criticism, with accusations that the campaign’s messaging echoes historical themes tied to eugenics, as reported by The Independent Journal Review.
Despite the backlash on social media, the retailer has stood by the campaign and reports strong positive reactions from viewers.
he campaign, titled “Sydney Sweeney Has Great Jeans,” debuted with a short video featuring Sweeney in denim, accompanied by a cheeky narration:
“Genes are passed down from parents to offspring… my genes are blue.” At one point in the video, the camera pans downward before Sweeney interrupts, saying, “Hey, eyes up here.” The moment, intended to be humorous, was scripted.
Sydney Sweeney “Hey, Eyes up here”
American Eagle pic.twitter.com/bAuXQRa5qC— JumpTrailers (@JumpTrailers) July 24, 2025
Social media reaction to the ad escalated quickly. Some users alleged that the play on words between “genes” and “jeans” had deeper racial undertones.
One of the loudest and most obvious racialized dog whistles we’ve seen in a while,” one critic wrote.
Another post claimed the ad was evidence of a lack of diversity in decision-making, saying, “This is what happens when you have no people of color in the room… especially in a time like this.
𝐒𝐲𝐝𝐧𝐞𝐲 𝐒𝐰𝐞𝐞𝐧𝐞𝐲 𝐬𝐥𝐚𝐲𝐢𝐧𝐠 𝐢𝐧 𝐝𝐞𝐧𝐢𝐦 𝐝𝐫𝐞𝐚𝐦𝐬! 👖💥😍
Who knew genes could be this punny? 😂
Jeans so great, they eclipse the haters’ shade 🌑🔥
🔊@sweeneydailyx pic.twitter.com/7Jv640r6pt— EDDIE GO ™ (@goeddie555) July 29, 2025
Despite the volume of criticism, American Eagle has not pulled the campaign. Internal polling cited by sources familiar with the campaign’s performance shows that approximately 70% of viewers responded positively to the ad.
According to a source who spoke to TMZ:
“The absurd response from some corners of the internet is absolutely not reflective of how American Eagle’s customers feel.”
American Eagle executive Jennifer Foyle defended the campaign in a statement. “With Sydney Sweeney front and center, she brings the allure,” she said. “And we add the flawless wardrobe for the winning combo of ease, attitude, and a little mischief.”
The real response from American Eagle. Not an apology. AE is doing it right. pic.twitter.com/i3zvT0PYnp
— Tex Freeborn 🇺🇸 (@TexFreeborn) July 31, 2025
In addition to the ad, the campaign includes a charitable initiative. A portion of proceeds from “The Sydney Jean,” a limited edition denim product, will benefit Crisis Text Line, an organization focused on mental health and crisis intervention.
In February 2025, American Eagle granted $100,000 to the nonprofit with the goal of improving mental health access at Historically Black Colleges and Universities.
Sweeney has not commented publicly on the controversy.
While some critics continue to push for the campaign’s removal, American Eagle appears to be holding its ground. Viewer data and customer response indicate that the ad is performing well, particularly among the brand’s target audience.
The debate surrounding the campaign continues to draw attention online, but according to company insiders, the conversation has not significantly impacted sales or in-store engagement.