American Eagle has defended its latest ad campaign featuring actress Sydney Sweeney. The campaign faced online backlash for its choice of slogan.
The campaign, titled “Sydney Sweeney Has Great Jeans,” promotes the brand’s fall collection. In it, Sweeney is seen modeling American Eagle jeans.
However, the slogan drew criticism on social media. Some people said the phrase “great jeans” sounds like “great genes,” which they felt hinted at racial or genetic superiority.
One U.S. media outlet claimed the ad used language linked to old ideas of beauty and whiteness. Critics called it a “tone-deaf marketing move.”
In response, American Eagle posted a statement on Instagram. The brand said the slogan was simply about denim and had no hidden meaning.
“‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story,” the company wrote.
The brand also added that it will keep supporting diversity and self-expression through its clothing.
The ad includes a video where Sweeney talks about inherited traits like eye color and then says, “My jeans are blue.” A narrator then adds, “Sydney Sweeney has great jeans.”
The company said this was meant to be a light, playful pun. But online, some viewers were upset. One post even accused American Eagle of promoting racist ideas, using terms linked to eugenics.
Eugenics is a discredited theory about selective breeding to improve humans. It has been used in the past to justify white supremacist policies, especially during the Nazi era.
Sydney Sweeney has not commented on the issue. But the fashion brand’s message is clear—it supports her and stands by the campaign.
American Eagle says it will continue to highlight confidence and individuality in future marketing efforts.
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