The Sydney Sweeney American Eagle campaign has sparked major debate this week and in a uniquely 2025 twist, the White House has now entered the chat.
The ad, featuring Euphoria actor Sydney Sweeney musing on her “great jeans” — with an obvious nod to “great genes” — set off immediate backlash online.
Some critics accused the campaign of glorifying white heritage and thinness, while others went as far as to suggest eugenicist undertones. One X user called it “clear eugenicist propaganda”.
Another described it as “a love letter to white nationalism and eugenic fantasies, and Sydney Sweeney knew it”.
The reaction did not go unnoticed by the White House (with all their apparent free time). US President Trump’s communications manager, Steven Cheung, responded on X by calling the outrage “moronic” and a case of “cancel culture run amok”. He linked the backlash to wider political frustration, saying, “This warped, moronic and dense liberal thinking is a big reason why Americans voted the way they did in 2024. They’re tired of this bullshit.”
Conservative commentator Megyn Kelly also weighed in, labelling the criticism as “absurd”. She argued that the campaign was obviously referencing Sweeney’s appearance, not her ethnicity, and suggested social media users were overreacting.
The campaign itself features Sweeney saying, “Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour. My jeans are blue.” Despite the controversy, neither Sweeney nor American Eagle has issued a public statement on their own platforms so far.
However, sources “with direct knowledge” told TMZ today that, “This [backlash] is yet another example of how social media is just not reflective of real life. The absurd response from some corners of the internet is absolutely not reflective of how American Eagle’s customers feel.”
The source claims that American Eagle’s independent polling shows that around 70 per cent of consumers find the commercial appealing.
“The bottom line is that this was about creating a great pair of jeans and supporting a very worthy cause through some of the proceeds going to domestic violence prevention. Anything beyond that is noise that is not registering with the average person,” the source maintained.
Meanwhile, on TikTok, responses ranged from mockery to further criticism. Singer Doja Cat parodied the ad, and a former American Eagle social media manager publicly questioned the brand’s marketing decisions.
For now Sweeney remains silent. But the debate over the campaign — whether it’s about puns, privilege, or publicity — shows no signs of fading yet.
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