The world of fashion has always existed at the intersection of style, culture, and social commentary. However, sometimes brands tend to push their ‘artistic’ barriers, and they end up with underwhelming results (albeit amazing sales). We know that few campaigns in recent memory have ignited the kind of firestorm we’re seeing with the latest Sydney Sweeney x American Eagle ad. As with any great fashion moment, this one comes layered with denim, subtext, and a whole lot of buzz. From the playful pun to political backfire, the “Sydney Sweeney Has Great Jeans” campaign has become one of the most polarizing fashion events of the year. No matter how you heard of it, there’s no denying it’s got everyone talking and searching for Sydney Sweeney’s “Jeans” ad. At Dapper Diary, we are going to dive deeper to figure out what exactly is happening here.
At first glance, the campaign appears cheeky and fun. One version shows Sydney Sweeney, the breakout star of White Lotus and Euphoria, leaning under the hood of a Ford Mustang before wiping her hands on the back of her American Eagle mom jeans. In another, she smiles into the camera and gently teases, “Hey, eyes up here,” as the lens dips toward her chest. However, these pale in comparison to what is about to come next. The most controversial of the Sydney Sweeney commercials is the one where she murmurs, “Genes are passed down from parents to offspring… my genes are blue,” while squirming on a couch in tight denim. As sensual as it is, something does seem off about the subtle nature of the homophones.
What many see as a clever wordplay on “jeans” and “genes” has led to a tidal wave of criticism, particularly across TikTok and X (formerly Twitter). Many users have accused the campaign of glorifying a particular racial archetype. Blonde, blue-eyed, and fair-skinned—Sweeney’s image, combined with the narration on genes, struck a nerve with those attuned to racial and eugenicist undertones. It didn’t help that the Sydney Sweeney poster went live on a billboard in Times Square. This led to the creation of an unavoidable presence that added to the sense of cultural provocation.
Some commentators saw it as a sly anti-woke statement. Others see it as an oversight from a brand trying too hard to push boundaries. Either way, we are seeing the debate surrounding this campaign echoed louder than most recent fashion rollouts. Some are calling this ad End Wokeness Twitter and hailing it as a cultural victory. While others are criticizing it and calling it “regressive.” We have seen that, yet through all the criticism, the campaign worked. American Eagle’s stock sales have risen by 10%. This is a major lift for a company that had seen rocky returns. If the goal was attention, mission accomplished.
While much of the conversation swirls around the racial messaging, another focal point is Sweeney herself and how the campaign positions her body. We all know that the actress is quite well-known for her voluptuous figure and classic Americana beauty. Her beauty has often led her to the center of unwanted scrutiny. In the “jeans” ad series, the camera lingers on her curves, the widely Googled keyword Sydney Sweeney boobs, and tight tank tops. All of these angles and elements are clearly borrowing from the aesthetics of the male gaze. We are starting to see a pattern in Sydney Sweeney commercials, and it’s perplexing.
Critics argue that the campaign objectifies her. Many are comparing it to the infamous 1980 Calvin Klein ad featuring 15-year-old Brooke Shields. In the ad, she whispered, “You know what comes between me and my Calvins? Nothing.” While Sweeney is 26 and fully in control of her career, the visual cues with the slow pans, tight framing, and suggestive narration harken back to decades of such fashion campaigns. Therefore, netizens say that this Sydney ad tends to blur the line between sensuality and exploitation.
Yet, there’s nuance here. Sweeney has, time and again, expressed agency over her image. She’s appeared in roles that both empower and complicate traditional femininity. We have seen her this in her performance in The White Lotus and her Sydney Sweeney new photos on magazine covers. The public image that she portrays tends to merge fashion and sexuality with smart branding. She’s also taken part in campaigns with charitable aims. This particular Sydney ad includes a butterfly stitched on the back pocket of the jeans to raise awareness for domestic violence. America Eagle states that the proceeds are going to the Crisis Text Line. However, we have to ask: in a world supposedly moving away from the male gaze, why does fashion keep circling back?
Of course, no controversy in 2025 is complete without a cameo from President Donald Trump. As reports circulated that Sydney Sweeney is a registered Republican in Florida, the former president took to his social media platform. He praised her denim ad and said, “Sydney Sweeney, a registered Republican, has the HOTTEST ad out there.” Trump also added, “Go get ’em, Sydney!”—a message that was originally taken down due to a misspelling of her name as Sidney Sweeny. He followed up by declaring, “Being WOKE is for losers; being Republican is what you want to be.”
For many, this was gasoline on an already blazing fire. The fashion ad, already seen by some as a wink to conservative ideals (intentionally or not), now had the vocal endorsement of the right’s loudest figure. It muddied the waters further for Sweeney, who has previously tried to distance herself from political narratives. She clarified that it wasn’t a political statement back in 2022, when a photo surfaced from her mother’s birthday showing a guest in a MAGA hat. She had urged fans to stop making assumptions about her political stance. However, getting a shout from the sitting U.S. president has definitely got her PR team working overtime.
In a media ecosystem where fashion, politics, and celebrity are entangled like never before, Sweeney’s ad is being read as more than just denim. It’s a Rorschach test for America’s cultural moment: one ad. We have seen many interpret the ad as sexy and nostalgic, and others as coded and dangerous. However, it is still seen by others as a triumph over “woke” culture. So, it really takes one ad to divide the internet!
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In fashion, nothing is accidental. We can now see that thanks to this Sydney Sweeney commercial, it definitely proved that point. What looks like denim is actually a lightning rod for debates on race, gender, and politics. From Trump shout-outs to viral backlash, her American Eagle mom jeans are more than a trend. They’re a cultural flashpoint. For many such latest insights in the world of fashion and wink-wink latest news, you can bookmark Dapper Diary.
Ava’s got main character energy and a closet to match. She’s obsessed with mixing vintage vibes and modern glam, and she’s always spilling the tea on what’s hot (and what’s not). Fashion isn’t just a look, it’s her lifestyle. As a cinephile, she’s always on the hunt for the next big show and movie. Stay tuned for her iconic takes and next-level reviews at Vibe & View.
