What was supposed to be a stylish nod to fall fashion has unexpectedly stirred up a heated debate online.
American Eagle’s new ad campaign, which stars Euphoria actress Sydney Sweeney, was meant to celebrate individuality and timeless denim—but instead, it’s facing backlash for what critics are calling racially insensitive messaging.
Sydney Sweeney Becomes the Face of American Eagle’s Fall Line
Sydney Sweeney, 27, has had a busy year—from filming a boxing biopic to gracing red carpets—but now she’s turning heads for a whole new reason.
American Eagle tapped the Emmy-nominated actress as the face of its autumn campaign, showcasing her in a series of denim-heavy looks with the catchy tagline: “Sydney Sweeney Has Great Jeans.”
In the photos, Sweeney, originally from Spokane, Washington, models a range of denim outfits while channeling that effortless cool the brand is known for.
But while the visuals struck a familiar fashion chord, the messaging hit a controversial one.
A Catchy Slogan—or Something Deeper?
At first glance, the phrase “has great jeans” might seem like a playful pun.
But many critics quickly connected it to a more loaded interpretation: “great genes.”
A report from Salon pointed out that this phrase has historically been used to praise whiteness, thinness, and conventional beauty.
In that context, the campaign’s message—delivered through a young, blonde, blue-eyed actress—felt more than a little tone-deaf to some.
One TikTok user named Angie (@vital_media_marketing) took a deeper dive into the ad and didn’t mince words: she called it “one of the loudest and most obvious racialized dog whistles we’ve seen and heard in a while.”
Social Media Lights Up with Criticism
It didn’t take long for the comments to pour in.
On American Eagle’s Instagram, users compared the campaign’s tone to propaganda from 1930s Germany.
One commenter said, “It’s giving subtle 1930s Germany,” while another added, “Welcome back 1930s Germany.”
Some took aim at the brand directly, saying the campaign’s concept might’ve flown under the radar because of a lack of diversity in the room where decisions were made.
“This is what happens when you have no people of color in the room… especially in a time like this,” one person wrote.
Another chimed in: “This campaign got so caught up in the ‘clever’ wordplay that they missed what was obvious to anyone not white.”
Sweeney Speaks About the Campaign’s Message
Before the backlash erupted, Sydney Sweeney herself had spoken positively about her partnership with American Eagle in a July 23 press release.
“There is something so effortless about American Eagle,” she said.
“It’s the perfect balance of being put-together but still feeling like yourself.
Their commitment to making you feel confident and comfortable in your own skin is something that really resonates with me.”
She added that the brand has been part of her life “through every version” of herself growing up, and praised its ability to evolve with each generation.
The Brand’s Defense and Charitable Angle
American Eagle president Jennifer Foyle also weighed in, emphasizing that this fall’s campaign is about celebrating individuality through denim.
The campaign, she said, aims to raise funds for domestic violence charities—a cause many would agree is a worthy one.
“With Sydney Sweeney front and center, she brings the allure,” Foyle said.
“And we add the flawless wardrobe for the winning combo of ease, attitude, and a little mischief.”
What Happens Next?
As of now, neither Sweeney nor American Eagle has publicly responded to the controversy directly.
DailyMail.com has reached out to their representatives for further comment.
In the meantime, the campaign continues to spark conversations online, raising questions about how brands can better navigate the fine line between clever marketing and cultural insensitivity—especially in an era when audiences are quick to spot what’s said between the lines.