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A denim campaign featuring actress Sydney Sweeney has spiraled into unexpected controversy, drawing criticism for its perceived racial undertones and sparking a viral response from fellow celebrity Doja Cat.
Last week, American Eagle launched its fall ad push with the slogan, "Sydney Sweeney Has Great Jeans," a wordplay linking denim to genetics. The 27-year-old Euphoria star is shown in a variety of casual outfits, delivering the now-infamous line: "Genes are passed down from parents to offspring... My jeans are blue."
The campaign faced immediate backlash online. Critics accused it of using "coded language" and glorifying Eurocentric traits like blond hair and blue eyes. "This echoes the pseudoscientific language of racial superiority," one TikTok user commented. Another wrote bluntly, "It's giving subtle 1930s Germany."
On Monday, rapper Doja Cat amplified the discourse. In a TikTok video viewed over 3 million times within 24 hours, the Grammy winner mockingly reenacted Sweeney's monologue in an exaggerated Southern accent. Captioning it "My jeans are blee," she delivered the line with theatrical flair, drawing both laughs and gasps.
"Even Doja is roasting Sydney, this ad must be bad," one user posted. Another wrote, "Doja Cat coming for Sweeney's neck is the wildest thing I've seen this week."
Despite the uproar, the campaign appears to have boosted American Eagle's visibility. According to Vanity Fair, shares in the company jumped over 11% since the ad debuted, adding roughly $200 million to its market value. That spike has been credited to the viral momentum, even if the attention has been controversial.
Neither Sweeney nor American Eagle has issued a formal response. The brand's social media comment sections remain flooded with a mix of criticism and defense.
