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American Eagle clarifies intent after backlash over Sydney Sweeney “Jeans/Genes” ad
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American Eagle Outfitters has issued a firm statement addressing the controversy surrounding its recent Fall 2025 campaign featuring actress Sydney Sweeney. The campaign, titled “Sydney Sweeney Has Great Jeans”, included ads where “Jeans” was crossed out and replaced with “Genes”, prompting widespread criticism. In one particularly scrutinised clip, Sweeney states: “Genes are passed down… often determining traits like hair colour, personality, and even eye color. My genes are blue,” before the voice-over delivers the tagline.
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Critics argued the imagery and wordplay—especially the featuring of a blonde, blue‑eyed white woman—evoked eugenics, Nazi propaganda, and white supremacist symbolism. Social media users and cultural commentators described the campaign as tone‑deaf, regressive, and sexualised.
In response, American Eagle posted:
“’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.”
Reactions to the statement were deeply divided. Some praised the company’s emphasis on inclusion and personal style, whilst others saw it as dismissive of legitimate concerns, criticising the refusal to acknowledge the double entendre more directly. Despite the firestorm, the campaign appears to have spurred retail interest: American Eagle’s stock price reportedly rose by around 10–18% following the ad launch on July 23, perhaps reflecting heightened attention even amid controversy. As the debate continues to unfold, the ad raises broader questions about how fashion brands navigate sensitive cultural and political terrain—especially when using provocative wordplay and imagery in high‑profile campaigns.
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