American Eagle released its fall campaign with “Euphoria” star Sydney Sweeney, accompanied by the tagline, “Sydney Sweeney has great jeans,” on July 23. The tagline, meant to be a lighthearted pun, came across quite differently to millions of viewers.
While the intention allegedly had been a playful nod to denim, the deeper and historical implications were overlooked by those involved. The ad campaign was centered on Sweeney, a white, blonde-haired, blue-eyed actress, as what many would historically deem the “epitome” of beauty for her Eurocentric features.
This choice echoed eugenics-era talking points of what it means to have “good genes.” This directly linked the ad to harmful and outdated beauty standards, some women feel an expectation to live up to.
Users on X and TikTok voiced frustration that the campaign made backward steps for fashion advertising’s progress on diversity after years of work within the industry to correct it. The jeans/genes pun alongside Sweeney’s Eurocentric features reignited dormant debates on societal beauty. The ad also played into Sweeney’s sexualized persona, similar to a 1980s Calvin Klein ad that featured 15-year-old Brooke Shields using the same play on words.
Mentions of American Eagle across different social media platforms spiked, sentiment soured and coverage reached an even larger audience, going as far as the White House. Many critics argued that the brand ignored feedback and abandoned inclusivity.
American Eagle pushed back, claiming the campaign “is and always was all about the jeans” and that they meant to convey “great jeans look good on everyone.” Sweeney stayed quiet about the controversy, moving on to movie promotion content.
American Eagle’s dismissive response only deepened frustration. By refusing to address concerns, the brand amplified the conversation on inclusion and demonstrated how mismanaging backlash can worsen controversy.
Meanwhile, competitors took advantage of American Eagle’s PR faux pas. Gap x KATSEYE featured a largely diverse cast showing off their denim to “Milkshake” by Kelis. Levi’s highlighted freedom from stigma in TikTok partnerships with creators like Nikki Javid, who said Levi’s let her “move like an artist but feel like a statement.”
These ads contrasted American Eagle’s single-casting approach and underscored that denim must fit all ethnicities, body types and lifestyles. Inclusivity is no longer optional and the brands that embrace it connect better with audiences.
American Eagle’s wordplay became a major public controversy as audiences today are more critical and observant of modern media. The comparison between genetics and denim, while seeming innocent on a surface level, serves as an important reminder to brands that they must consider how different perspectives can affect public image.
