From Blue Jeans to Blue Eyes: American Eagle Denies Hidden Message in Sweeney Campaign

American Eagle has addressed criticism surrounding its latest advertising campaign featuring actress Sydney Sweeney, emphasizing that the promotion is exclusively about denim. The retailer faced social media backlash following the release of its fall collection ad, where a slogan highlighting Sweeney’s “great jeans” was interpreted by some as an allusion to genetics due to the wordplay.

In the campaign’s video, Sweeney makes a remark about traits being passed down through “genes,” before referencing her “blue jeans,” a pun that sparked allegations of eugenics and white supremacist undertones.

Online commenters pointed to Sweeney’s appearance — specifically her blond hair and blue eyes—as fueling these perceptions.

Responding on Friday, American Eagle reiterated that the message is solely focused on their jeans, stating, “Her jeans. Her story. We celebrate everyone’s unique style in AE jeans.”

The company has since updated its Instagram content, replacing Sweeney’s photos with those of another model.

Some users described this as an attempt at damage control.

Sydney Sweeney and her representatives have not issued any statements regarding the controversy.