Actress Sydney Sweeney recently partnered with American Eagle for a new jeans campaign. What started as a fashion promo quickly turned into a heated online debate. Her ad included a monologue about “genes,” which many viewers felt had a hidden meaning—one that reminded them of racial superiority themes.
What Happened?
In the ad, Sweeney says in a soft, sultry voice:
“Genes are passed down from parents to children… they influence hair color, personality, even eye color. My jeans are blue.”
While the word “jeans” was clearly part of the clothing ad, many people felt the mention of “genes” (as in DNA) was problematic. Critics said it hinted at ideas of genetic superiority, which led to an online storm.
The Reaction
At first, the campaign boosted American Eagle’s stock by 19%. But once the video was out, the backlash came in fast. Celebrities like Doja Cat and Lizzo openly mocked the ad. Doja even posted a funny video using a strange voice to imitate Sweeney. Lizzo joined in too, posting a photo of herself copying the pose and saying, “My jeans are Black. My genes built this country.”
Some fans supported the criticism. One said, “It’s not about denim—it’s the weird way ‘genes’ were used.”
Others felt the backlash was unfair. People on the right asked why Beyoncé’s recent Levi’s ad—where she wore denim and had blonde hair—wasn’t being criticized the same way. Fox News posted Beyoncé’s photo with the caption:
“Just going to leave this here for anyone calling Sweeney’s look racist.”
Some felt this comparison missed the point. A user explained, “It’s not about wearing denim. It’s how the word ‘genes’ was used in a way that reminds some people of a painful history of racism and eugenics.”
What’s the Bigger Issue?
The online fight has become more than just about jeans. It’s now a conversation about race, history, and how words can carry deeper meanings—especially when spoken by public figures. Some believe the ad was just badly written. Others think it reflects a bigger issue about how brands try to be clever but end up touching sensitive topics.
While the internet remains divided, many people are trying to understand the real message and the emotions behind the backlash.
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