The Sydney Sweeney ad controversy centers around an American Eagle jeans campaign titled "Sydney Sweeney Has Great Jeans," which played on the words "genes" and "jeans." The campaign features Sydney Sweeney highlighting her "great genes" with a focus on her blue eyes and blonde hair, including visuals like a billboard where "genes" is crossed out and replaced with "jeans." This ad stirred significant backlash for several reasons:
- Some critics argued it bordered on endorsing eugenics by glorifying genetics, particularly with the emphasis on Sweeney's light features.
- Others suggested the ad had racial undertones, white supremacy dog whistles, and promoted a narrowly defined beauty ideal linked to whiteness.
- The ad was also criticized for its sexually suggestive elements and appeal to the "male gaze."
- The controversy became part of broader culture war discussions in the U.S., with figures like Donald Trump praising the ad, while others condemned it as tone-deaf and politically charged.
Despite the backlash, the campaign succeeded in generating major attention, increasing American Eagle's market value, and driving up sales, with many jeans sizes selling out. The controversy also heightened Sydney Sweeney's visibility and sparked heated conversations about race, beauty standards, and political symbolism in advertising. American Eagle stated the campaign was intended to celebrate the jeans and confidence in wearing them, not genetics, while Sweeney herself has not publicly responded to the criticism. In summary, the controversy highlights how the campaign's wordplay, combined with the imagery and current social context, led to divided reactions about race, beauty, and politics in advertising, making it one of Sydney Sweeney's most talked-about public moments to date. This has made the ad campaign a lightning rod for debates about cultural representation and marketing strategies in 2025.
