Sydney Sweeney’s American Eagle campaign sparks backlash and support online

Sydney Sweeney’s American Eagle ad sparks debate over its ‘jeans/genes’ tagline, sparking mixed reactions like ‘Unfollowed, Do Not Apologise & More’

by e4m Desk
Published: Aug 1, 2025 1:47 PM | 2 min read

Sydney Sweeney, best known for her roles in Euphoria, Anyone but You, Madame Web, and others, is currently making headlines — not for an upcoming project, but for a recent advertising campaign. The Hollywood actress stars in a new American Eagle ad that has left the internet divided. For those unfamiliar, the campaign has drawn criticism for its tagline: “has great jeans/genes.”

The campaign centers around select pieces from American Eagle’s Autumn 2025 collection, including a limited-edition denim jacket and The Sydney Jean. Much of the attention has focused on the tagline’s pun: “jeans/genes”. Some have criticised the wordplay as tone-deaf, while others have dismissed the backlash as an overreaction. Some users accused the brand of employing rhetoric reminiscent of eugenics and white supremacy.

The Controversial American Eagle Ad

Several comments on Sydney Sweeney’s Instagram post about the campaign reflect the divided reaction. One user wrote, “Wasn't she the one who said she didn't want to be seen as an object?” Another commented, “Do. Not. Apologize.” Supportive voices also chimed in, with one saying, “People just hate on people that succeed! You are amazing!!!! Can’t wait to buy the jeans!”, and so on. Check out some of the comments below:

Netizens Divided Over The Campaign

American Eagle Outfitters' share price rose by 10 per cent following the launch of the campaign. Aimed at boosting sales among Gen Z consumers, the campaign comes at a time of growing concern over rising costs linked to tariffs.