According to AE, this campaign is meant to help solidify its image as the go-to jeans brand for Gen Z. But instead of talking about the jeans, people online are calling out what they say is a troubling focus on Sweeney’s whiteness, which has put both the brand and the actress at the center of controversy.
Many took to social media to voice their frustration. Some say the wordplay is more than just tone-deaf — they believe it hints at white supremacist language and ideas.
Salon also reported that the phrase ‘great genes’ has historically been tied to praising whiteness, thinness, and conventional beauty standards. The outlet called the campaign a seriously ‘tone-deaf marketing move’.
“People not realizing the eugenics ideology behind Sydney Sweeney’s jeans ad is like very terrifying you guys desperately need to grow a brain,” wrote one user.
“Holy s**t that American Eagle Sydney Sweeney jeans ad is f**king disturbing.” added another.
Still, not everyone agrees. On Twitter, one person defended the ad, saying: “I’m not sure how to say this nicely but if you think a jeans ad with a pun about Sydney Sweeney being pretty is a nazi dogwhistle you genuinely need to put the phone down for a while.”
Sweeney also spoke about her role in the project, adding: “There is something so effortless about American Eagle – it’s the perfect balance of being put-together but still feeling like yourself.”
