New York / Los Angeles, August 2, 2025 — Hollywood star Sydney Sweeney has ignited a media storm with the launch of American Eagle’s Fall 2025 campaign, boldly titled “Sydney Sweeney Has Great Jeans.” The campaign, which blends fashion, advocacy, and provocative wordplay, has quickly become one of the most talked-about brand moments of the year.

The campaign features Sweeney in a series of sultry denim visuals, showcasing the limited-edition “Sydney Jean,” a product she co-designed. Embroidered with a butterfly motif, the jeans aim to raise awareness for domestic violence, with proceeds benefiting Crisis Text Line, a mental health support charity.

However, the campaign’s cheeky slogan and accompanying lines — including “My genes are blue” and “Great jeans look good on everyone” — have sparked intense debate online. While fans praised the campaign’s creativity and empowerment messaging, critics accused it of promoting eugenics and racialized undertones due to its play on the homonyms “jeans” and “genes.” The backlash was swift, with commentary ranging from TikTok critiques to political commentary from public figures.

Despite the controversy, American Eagle has stood firm. In a public statement, the brand clarified: “It’s always been about the jeans. Her jeans. Her story.” The company emphasized its commitment to inclusivity and personal expression, noting that the campaign was designed to celebrate individuality and confidence.

The viral momentum has had tangible effects. American Eagle’s stock reportedly surged by 15–18% following the campaign’s release, and online communities have dubbed it a “meme stock” due to its cultural traction. The brand also leveraged cutting-edge marketing tools, including 3D billboards, Snapchat filters, and AI-powered try-on technology, to amplify the campaign’s reach.

Sweeney, known for her roles in Euphoria and The White Lotus, has not publicly addressed the controversy. Nonetheless, her collaboration with American Eagle marks a bold intersection of celebrity influence, social advocacy, and digital-era branding.