Sydney Sweeney “great jeans” ad campaign sparks backlash over racial undertones

Sydney Sweeney‘s new “great jeans” ad campaign has sparked a backlash over racial undertones.

The Euphoria star appears in a new campaign for American Eagle, which goes under the slogan, “Sydney Sweeney has great jeans”.

However, many have pointed out on social media that the play on words with “great genes” has racist connotations, with historical links of celebrating whiteness and eugenics.

“I didn’t know what everyone was freaking out about with that Sydney Sweeney ad but then I realised I should watch it with the sound on and OH MY GOD. Yeah that’s some fucked Aryan eugenics shit,” one wrote on X.

“Maybe I’m too fucking woke,” another added. “But getting a blue eyed, blonde, white women and focusing your campaign around her having perfect genetics feels weird, especially considering the current state of America.”

“I hate the Sydney Sweeney jeans ad, it’s like why are we promoting eugenics with the state of this country rn, NO I don’t want your genes actually. Fuck you American Eagle,” a third said.

“So Sydney (& American Eagle) somehow expect audiences to not interpret this visual as a euphemism for eugenics and white supremacy?” a fourth wrote.

I didn’t know what everyone was freaking out about with that Sydney Sweeney ad but then I realized I should watch it with the sound on and OH MY GOD. Yeah that’s some fucked Aryan eugenics shit

— Dr. Mia Brett (@QueenMab87) July 27, 2025

Maybe I'm too fucking woke.
But getting a blue eyed, blonde, white women and focusing your campaign around her having perfect genetics

Feels weird, especially considering the current state of America https://t.co/YMZdAHvr6E

— David (@davejr307) July 25, 2025

I hate the Sydney Sweeney jeans ad, it's like why are we promoting eugenics with the state of this country rn, NO I don't want your genes actually. Fuck you American Eagle

— ☆ Ash ☆ (@ExtraCelestial7) July 28, 2025

Re: Sydney Sweeney

“Genes are passed down from parent to offspring, often determining traits like eye color, personality, and even hair color…”

So Sydney (& American Eagle) somehow expect audiences to not interpret this visual as a euphemism for eugenics and white supremacy? https://t.co/yG5BFm9PDj pic.twitter.com/QXObl7A2PK

— My Fairy Godfather (@MFG_iWPJ) July 26, 2025

The campaign is also aiming to raise awareness of domestic violence with a line designed by Sweeney called the The Sydney Jean, with the full purchase price going to the Crisis Text Line – which offers mental health support.

However, some have also criticised the campaign over this aspect, suggesting it is tone deaf, one writing: “Is this really the advertisement they came up with for raising money for a domestic violence org[?]”

“As someone who has utilised & also volunteered for this organisation, this is SO disgustingly tone deaf,” another said (via MailOnline).

Is this really the advertisement they came up with for raising money for a domestic violence org https://t.co/nLJ9ntDTpR pic.twitter.com/N08LzubgJ1

— WINNIE (@winnielark) July 24, 2025

Sweeney will next be seen in biopic Christy, in which she will play boxer Christy Martin. The film is due to premiere in September.

The actress has also revealed that she would be interested in starring in a Barbie sequel opposite Margot Robbie.

The post Sydney Sweeney “great jeans” ad campaign sparks backlash over racial undertones appeared first on NME.