In one of the most egregious ads made since Kendall Jenner x Pepsi, Sydney Sweeney, through thick vocal fry and an aggressive cursive accent, brags about having great jeans — and great genes. The cringe and deeply problematic American Eagle Fall 2025 denim campaign leans on the tired jeans/genes double entendre and uses the tagline: “Sydney Sweeney has great jeans.” In the video, Sydney explains how genes work (much like the popular girl at your high school would), indirectly boasts about having blue eyes, and playfully scolds the cameraperson for panning over her chest.
Naturally, it didn’t take long for this new American Eagle ad to go viral and spark major backlash. After all, the implications of a blue-eyed, blonde woman flexing her “genes” in an ad for a brand literally named American Eagle are… hard to ignore, to say the least. Over the past few days, people across the internet have shared their strong opinions about the ad and had a field day with parodies and creative response ideas. So, why is everyone so pissed at the Euphoria actress over this campaign? Let’s break down the Sydney Sweeney American Eagle ad controversy.
Why Are People Angry At Sydney Sweeney Over The American Eagle Ad?
@midwesterngothic american eagle sidney sweeney ads: let’s chat #hehim #midwesterngothic #transmasc #advertising #marketing #friendthatstoowoke #sidneysweeney #propoganda #fyp #ooc ♬ original sound – midwesterngothic🖤🦇🍉
In the clip that’s getting the most attention, Sydney says, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.” There’s a close-up on her face when she says that last bit, as if we wouldn’t get the painfully obvious “joke” about her eyes being blue. Sydney reads the script as though she’s trying to seduce viewers, but it seems lots of us felt more creeped out than enticed.
The internet would like to know: Why the fuck are we making eugenics campaigns in 2025? If you didn’t know, “eugenics” refers to a dated, racist belief that humans can be improved through the use of selective breeding. Eugenicists historically targeted marginalized populations and promoted white supremacy. Many people saw that American Eagle ad and felt like it was presenting Sydney’s white girl genes as superior and extra desirable. And when your brand name is a symbol of the nation and your product is a traditional American garment, the implication seems to be that the perfect American looks like Sydney. It’s giving Trump’s America.
@killiokrew *Comments off bc I’m tired of having to read some of the worst yt supremacist comments ive ever seen.* these ads made me vehemently uncomfortable 😭 I can’t imagine how twisted that must feel to see as a poc. American eagle count your days 👏 #thatsnot #sydneysweeney #genes #eugenics #dogwhistle #americaneagle #weird #creepy #uncomfortable #awkward #megamind ♬ original sound – american_gulf
One TikToker called the ad “fascist weird, Nazi propaganda weird” in a video that has more than 500k likes. “Like a blonde-haired, blue-eyed white woman is talking about her ‘good genes.’ Like… that is Nazi propaganda.” She added that the ad is “so for the male gaze and so over-sexualized” in addition to the troubling message about race.
Another creator agreed that the ad is “imbued with eugenic messaging” and that “ads don’t just sell products — they sell us notions of love, normalcy, sexuality, what families are supposed to look like, what bodies are supposed to look like.” Simply put, the American Eagle ad is telling viewers that Sydney’s look is superior not just because of her jeans, but because of her skin, hair, and eye color.
Neither Sydney nor American Eagle has shared a statement responding to the backlash yet.
How Did The Sydney Sweeney American Eagle Ad Get Approved?
If you’re confused about how the hell this ad ever got the green light, you’re not alone. I’m right there with you, and so is half of TikTok. In a reaction post to the ad, one woman wrote, “If you’re in marketing, you know this went through AT LEAST a dozen meetings. HOW DID THIS GET APPROVED?!”
Adrienne Alexander, owner of the PR firm IPY Agency, confirmed to Today that these types of ad campaigns go through extensive processes. “Campaigns like this go through many hands, including creative, legal, PR, and brand strategy, so it’s unlikely that no one flagged the potential issue,” she said. “More likely, the team underestimated the reaction or saw it as a playful pun rather than a loaded phrase. Either way, the responsibility remains the same: if you spark a conversation, be prepared to own it and respond accordingly.”
Hillary Herskowitz, CEO and Founder of H2 Marketing Group, told the outlet that “the creative team knew exactly what they were doing.” Yikes.
A few creators on TikTok have also pointed out that the American Eagle leadership team is all white people (not to shock anyone), which explains a lot. Needless to say, it’s profoundly concerning that so many marketing folks and people in positions of authority thought this allegedly racist messaging would be not only acceptable, but successful. And it’s equally disappointing that Sydney agreed to take part in a campaign with such an overtly dark message.