Popular clothing brand American Eagle recently dropped a new ad with Euphoria star Sydney Sweeney, and it has stirred backlash from across the globe. The brand’s play on “genes and jeans” hasn’t gone down well with many, and despite efforts to tone it down, criticism continues to pour in. Now, an AE exec has responded. Insiders told TMZ the outrage is mostly just internet noise. While celebs like Doja Cat are mocking the campaign and Sydney’s line delivery, the brand claims their internal polls show the majority of viewers actually liked the ad.
Poll shows 70 percent people like Sydney Sweeney’s ad
Sources familiar with the situation told the outlet that the goal was to sell jeans and raise awareness about domestic violence. An internal poll by the company showed 70% of their customers were actually on board with the campaign. “This is yet another example of how social media doesn’t reflect real life. The absurd response from some corners of the internet is absolutely not how American Eagle’s customers feel,” the insider said. According to the executive who spoke to TMZ, the heart of the ad was about creating a solid pair of jeans and supporting a meaningful cause. “Regardless of how people feel about the ad, we hope there’s one thing we can agree on, we need to be doing more to support and empower people facing domestic violence,” they said. The brand earlier said it plans to launch a limited-edition collection featuring Sydney to raise awareness about domestic violence. Additionally, the sale proceeds will go to Crisis Text Line, a nonprofit offering mental health support.
In the ad, Sydney delivers the punch line, “Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour… my jeans are blue.” It’s a play on the words “genes” (DNA) and “jeans” (the pants). A whole chunk of social media didn’t find it funny or clever. People accused the brand of pushing white supremacist ideas, like glorifying blue eyes, blonde hair, and thin white bodies as the ideal. Several viral TikTok videos called out the brand for its Nazi-coded campaign. (The idea of “perfect” genetic traits). Later, rapper Doja Cat mocked Sydney’s voice and delivery in a TikTok video, joking about the tone of the commercial.
Even the White House has a say in the whole ad controversy. Communications head Steven Cheung slammed the backlash, saying this kind of criticism is why people voted the way they did in 2024. He labelled the response as “cancel culture run amok” and said the Left is being ridiculous. Earlier, TV host Megyn Kelly also defended Sweeney. She called the critics “lunatics on the Left” and said they were twisting the ad. According to her, it’s a reference to Sydney’s body and style, not her race. She added, “They’re upset because it’s about who gets to be the face of America’s Best Genes. But they’re missing the point—it’s not about skin colour, it’s about the body, which is what she’s famous for.”
