What started as a cheeky pun in American Eagle’s latest ad campaign has quickly snowballed into a full-blown controversy.
The fashion retailer launched a new denim promotion featuring actress Sydney Sweeney, known for her roles in Euphoria and Anyone But You. The headline?
“Sydney Sweeney Has Great Jeans.”
While the ad clearly meant to highlight her genetics and jeans simultaneously, critics online weren’t laughing. Instead, many accused the brand of objectifying Sweeney, reducing her to a body-centric innuendo rather than celebrating her talents, achievements, or even the quality of the actual jeans being advertised.
⚡ The Double Meaning That Divided the Internet
At the center of the backlash is the double entendre—”great genes” vs. “great jeans”—a wordplay that some fans say crosses the line between clever and creepy.
“Sydney Sweeney is an Emmy-nominated actress, not a pun,” tweeted one fan.
“This ad is everything wrong with how brands treat women.”
Some argued it felt outdated and tone-deaf in 2025, especially given Sydney’s recent advocacy for women in film and her push to be taken seriously as both an actress and producer.
However, others defended the campaign as light-hearted and fun, pointing to Sweeney’s own history of embracing her sex appeal and appearing in stylish fashion campaigns.
👖 The Brand Responds
American Eagle has not yet issued an apology, but sources say internal discussions are ongoing. The post remains live across platforms, though comments have been limited due to the overwhelming backlash.
Sweeney herself has remained silent, but fans are awaiting her response as the controversy continues to dominate TikTok, X (formerly Twitter), and Instagram discourse.
As fashion marketing continues to evolve, this latest incident raises important questions: Where’s the line between playful and problematic? And are brands truly listening to their audience—or just trying to go viral?