Why American Eagle’s “Good Jeans” Campaign with Sydney Sweeney Is Facing Backlash

American Eagle’s latest denim campaign, starring Sydney Sweeney, has sparked a massive online debate. While the tagline was intended to be a cheeky double entendre, “Good Jeans” and “Good Genes,” many found the idea troubling.

The campaign’s video leaned heavily on wordplay, connecting high-quality denim with biological “good genes.” Those genes, in this case, being Sweeney’s blue eyes and blonde hair. And while American Eagle seemed to be tapping into a retro, all-American vibe (with some even saying it referenced an old school Brooke Shields ad, which has similarly faced backlash since), critics online were quick to draw a line between the slogan and the dark history of eugenics.

What was meant to be a classic play on words has now ignited viral backlash, raising important questions about how beauty, genetics, and exclusivity are framed in fashion campaigns, and why Gen Z isn’t letting it slide.

What Is the “Good Jeans” Campaign?

American Eagle launched the campaign this past week, featuring the Euphoria star as the face of their newest denim drop. The visuals leaned into a nostalgic, clean-cut aesthetic: a minimalist background, quick cut video of Sweeney’s denim outfit, and a voiceover read by Sweeney. “Jeans are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color,” she says.

Some read the ad to have a double meaning, while maybe not intended. “Good jeans” to highlight the brand’s denim. “Good genes” to signal that Sweeney — with her blonde hair, symmetrical features, and old-school starlet appeal — is a purported physical ideal.

The Internet Has Thoughts

Almost immediately, social media lit up with critique. One user connected it to their “Operation Beige” theory, focused on gentrification and eugenics. Others pointed out how the campaign’s messaging played into ideals of biological superiority and genetic worth, saying that it insinuates good versus bad genes, especially when paired with Sweeney’s very specific, very traditional blonde-haired and blue-eyed look.

TikTok videos dissected the language, highlighting how phrases like “good genes” have historically been used as a proxy to indicate whiteness.

While not everyone agreed on the severity of the offense, the consensus was clear: the branding felt tone-deaf at best, harmful at worst.

Where “Good Genes” Comes From — and Why It’s Not Just a Cute Phrase

The term “good genes” didn’t originate in fashion. It’s rooted in eugenics, a pseudoscience that gained traction in the 20th century, promoting the idea that certain people — often white, wealthy, and conventionally attractive — were biologically superior.

That ideology fueled everything from forced sterilizations to immigration laws and was later echoed in Nazi propaganda. Even in today’s pop culture, the phrase carries implications about who is seen as naturally better — something that has been proven to be false.

When a major brand uses “good genes” as a tagline, even in a punny context, it brushes against that history. It reduces human value to appearance and ancestry, which is especially pertinent in an era where Gen Z is actively dismantling beauty standards and interrogating systems of privilege.

Why Sydney Sweeney Is at the Center Again

Sweeney has become a go-to face for brands chasing a classic American aesthetic. Her casting fits American Eagle’s long-standing image, but some critics have pointed out that she often becomes the center of online debate around whiteness, privilege, and “ideal” femininity.