American Eagle Defends Sydney Sweeney Jeans Campaign Amid Eugenics Backlash, Stock Rises

American Eagle's fall 2025 denim campaign featuring actress Sydney Sweeney sparked controversy due to its pun on "genes" and "jeans," with critics accusing the ad of evoking racially charged and eugenics-related implications. The campaign video includes Sweeney discussing inherited traits before stating, "My jeans are blue," which some viewers found unsettling and linked to white supremacist imagery, while others defended it as harmless wordplay. American Eagle firmly denied these allegations, emphasizing that the campaign is solely about jeans and celebrating individual style and confidence, with a message that "Great jeans look good on everyone." The company’s public defense noted that proceeds from the campaign would benefit Crisis Text Line, supporting victims of domestic violence, and the controversy has unexpectedly boosted the brand's online engagement and stock price. Sydney Sweeney has not publicly commented on the backlash. The debate highlights the challenges brands face in balancing creative marketing with heightened cultural sensitivities in today’s social climate.