Pop Culture Campaign Scandal: “Sydney Sweeney Has Great Jeans”

By Brooke Menzock

Branding Executive

Who knew a pair of blue jeans could spark a pop culture war? Since 1977, American Eagle has been known for their inclusive and engaging brand identity. The brand has been a top competitor in the denim industry, producing jeans and trendy fashion for teens and young adults. They are known for staying in tune with pop culture and creating meaningful collaborative campaigns. 

On Jul. 23, 2025, American Eagle launched a collaborative ad campaign centered around Sydney Sweeney. Known for her roles in Anyone but You (2023) and Euphoria (2009) her branded “sex appeal” has gained popularity among Generation Z within the past decade.

The ad introduces a set of puns, "Sydney Sweeney Has Great Jeans (Genes).” This campaign covers basic marketing principles, connecting its Generation Z audience with humor and wordplay. This shareable and meme-worthy campaign was perfect for their target audience. There was just one small problem. American Eagle failed to measure how the ad would be interpreted and received by their audience.

Photo courtesy of Cinemablend

​Generation Z values authenticity, inclusion, and fighting for social justice initiatives. Many felt that picking a white, blonde-haired, blue-eyed actress perpetuated eugenics, which singles out one race as superior.

“Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue." This line was a part of an ad central to American Eagle’s campaign. What was meant to be a fun and clever way of selling jeans quickly turned into a social media scandal. The company could have picked any other actress to play her, but to audiences, Sydney Sweeney felt like a shallow choice, almost insinuating a beauty standard.

In addition to the eugenic references, the entire ad sexualizes Sydney Sweeney, not selling to their main target audience of Gen Z women and girls. It is misogyny at its finest, and is selling “sex” instead of jeans. When pop culture moments and humor intersect, they create buzz that feels natural rather than forced. That buzz can be shot down in seconds if the brand doesn’t consider if the audience will find the content humorous.

Every day, new marketing and PR campaigns are being drafted, hoping to bring a brand one step closer to increased sales and overall popularity. It’s important that these campaigns not only check off the boxes for a successful campaign, but are also analyzed for how they will be received.

It will be interesting to see how companies like American Eagle overcome their mistakes in campaigns that miss the mark. The next time you see a brand fumble, take note how they respond. For students like us, every pop culture moment is a free marketing masterclass.