American Eagle defends Sydney Sweeney ad after eugenics, male gaze criticism
After more than a week of mounting backlash, American Eagle has responded to criticism over its latest ad campaign starring
Euphoria
actress
Sydney Sweeney
.
In a promotional video for the brand's denim line, Sweeney is seen zipping up her jeans on the floor, saying, 'Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color.
' The camera then lingers on her face as she smiles and adds, 'My jeans are blue.' The narrator closes with the line: 'Sydney Sweeney has great jeans.'
The video, which quickly went viral, was intended as a pun. But for many online, it landed uncomfortably. What some read as clever wordplay, others viewed as a celebration of white beauty standards, especially given Sweeney's blonde hair and blue eyes.
Source: Instagram/ American Eagle
The ad has been widely interpreted as suggesting Sweeney 'won the genetic lottery.'
Critics say it leans into dated ideals of beauty, with undertones that brush dangerously close to eugenics and the glorification of whiteness. It's also been called out for its suggestive tone and framing, with some accusing it of catering to the male gaze. It's unclear how much creative input, if any, Sweeney had in the final cut.
The blowback was swift. One viral comment read:
'Saying that a blonde-haired, blue-eyed girl has 'good genes' is Nazi s—t.'
Others accused the campaign of being tone-deaf in a cultural moment that demands more sensitivity around representation and messaging.
Source: Instagram/ American Eagle
The discourse escalated as celebrities joined in. Lizzo posted a digitally altered photo of herself in the same American Eagle denim look with the caption: 'My jeans are black…' Doja Cat mocked the ad with a TikTok parody, mimicking Sweeney's narration with deadpan irony.
Brand responds
American Eagle finally broke its silence Friday with an Instagram post: ''Sydney Sweeney Has Great Jeans' is and always was about the jeans.
Her jeans. Her story. We'll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.'
But netizens aren't buying AE's defense. One user pointed out, 'So her 'jeans' are what determine 'eye color hair color and even personality'? Does this actually make sense to you? Are y'all ok?' Another reflected on the tone of the post and wrote, 'It's giving 'I'm sorry you feel that way,'
Not all comments were negative; a few felt that the outrage makes no sense and suggested that not everything needs to be taken seriously.
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