American Eagle Sydney Sweeney Jeans Campaign Sparks Social Media Backlash, Boosts Shares

Sydney Sweeney's new American Eagle campaign, which uses the tagline 'Sydney Sweeney has great jeans,' has sparked controversy and mixed reactions. Critics argue that the wordplay between 'genes' and 'jeans' unintentionally evokes racially insensitive themes related to white beauty standards and eugenics, a criticism amplified by social media commentary and some commenters accusing the brand of lacking diversity in its creative process. Despite the backlash, the campaign has also received defense from others who view it as a clever and lighthearted promotion. Comedian Michael Pavano parodied the ad with a viral video mocking the double meaning of the tagline, further fueling the conversation. The campaign includes a curated collection of Sweeney's favorite American Eagle pieces, with proceeds from a special jean featuring an embroidered butterfly supporting Crisis Text Line, a cause important to Sweeney. Meanwhile, American Eagle's stock has risen since the campaign's launch, though the brand and Sweeney have not publicly addressed the criticism.