What seemed like an ingenious advertising move quickly became a digital storm. Sydney Sweeney, star of 'Euphoria' and one of the most popular actresses of today, was the target of fierce criticism for starring in an American Eagle campaign with the slogan "Sydney Sweeney Has Great Jeans." The play on words – “jeans” as a garment, but also as a phonetic nod to “genes” – didn’t sit well with all sectors of the internet. In the ad, Sweeney appears strolling around in a Canadian tuxedo-style denim ensemble, celebrating his look with the phrase: “I have great jeans… now you can too.” While the intention was clearly to promote the brand’s jeans, some social media users interpreted the message as an exaltation of his genetics: blonde hair, blue eyes and features that have historically been used as a banner of the supposed racial superiority.

Reactions to the campaign

The reactions were not long in coming. A viral TikTok video accused the campaign of reproducing pseudoscientific language and Nazi propaganda. Others considered it insensitive in a cultural context where discourses about race and beauty are increasingly monitored. And although some came to Sweeney's defense and her right to joke about a pun, the scandal had already broken out.

Faced with the controversy, American Eagle did not remain silent. In a statement to Page Six Style, the company was clear: “‘Sydney Sweeney Has Great Jeans’ is and always has been about the jeans.” They added emphatically: “Her jeans. Her story.” They further reaffirmed their commitment to inclusivity: “Great jeans look good on everyone.” As evidence, the brand released new images from the campaign starring a Black model wearing outfits similar to Sweeney’s. However, some users remained skeptical, questioning whether diversity was a reaction to criticism rather than an original decision.

Amid the chaos, figures like Doja Cat and Lizzo joined the conversation, parodying the campaign with their own styles and humorous comments. Meanwhile, Sweeney has opted to remain silent, issuing no statements so far.

The curious thing is that, despite the "failure" in public opinion, the campaign had an unexpected effect: American Eagle shares rose 18% in the wake of the uproar. And for those who missed this tidbit amid all the controversy: 100% of the proceeds from the collection will be donated to Crisis Text Line, a nonprofit organization dedicated to providing mental health support.