Overview

• The campaign launched on July 23 stars Sydney Sweeney and a limited-edition “Sydney Jean” style showcased on 3D billboards in Times Square and the Las Vegas Sphere.
• Social media critics and cultural scholars argue the jeans-genes wordplay evoked eugenic subtext and eurocentric beauty ideals centered on Sweeney’s blue eyes and blond hair.
• Anthropologist Shalini Shankar cautioned against its racialized messaging while public figures from Megyn Kelly to Ted Cruz defended the ads as harmless marketing.
• American Eagle’s shares remain elevated above pre-launch levels after a late-July rally of nearly 10%, despite reporting a 5% year-over-year drop in first-quarter sales.
• All proceeds from Sydney Jean sales continue to support Crisis Text Line’s mental health services, underscoring the brand’s pledged philanthropy amid the controversy.