Sydney Sweeney’s American Eagle campaign, launched on July 23, 2025, has sparked intense debate with its tagline, “Sydney Sweeney Has Great Jeans.”
The American Eagle ad featuring the star of “Euphoria” includes the pun, “Genes are passed down… My jeans are blue,” which has accumulated 1.1 million views on Instagram. However, the campaign has faced criticism for allegedly promoting eugenics. Critics, including The Guardian, have described it as a “dog whistle” for racial superiority, primarily due to the star’s blonde hair and blue-eyed appearance. Overall, the campaign has received millions of mentions on social media.
On August 1, 2025, American Eagle defended the campaign, stating, “‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story.” The brand emphasised inclusivity, posting images of a Black model in similar denim captioned, “AE has great jeans.” The controversy fueled an 18% stock surge, adding $310 million to American Eagle’s value, with jeans selling out in 48 hours.
Critics on TikTok, with videos reaching 3 million views, argued the ad’s language echoes “racial hierarchy,” per The Guardian. Conversely, conservative figures like Sen. Ted Cruz praised it as a “blow to wokeness,” with X posts claiming, “Sydney’s jeans killed woke ads!” Celebrities like Lizzo and Doja Cat mocked the campaign with satirical videos.
The debate has overshadowed the campaign’s charitable aspect, which donates “Sydney Jean” proceeds to Crisis Text Line for domestic violence awareness.
The controversy highlights the cultural divide in interpreting marketing campaigns and the risks of provocative messaging. Sweeney’s image as a lightning rod for debate underscores the challenges celebrities face in polarised climates. For accurate updates on celebrity controversies, rely on trusted sources.
