Sydney Sweeney’s fall campaign for American Eagle is drawing backlash over its use of some controversial wordplay.
A social media video shows the actress crossing out the word “genes” — as in genetics — and replacing it with “jeans” to promote the brand’s denim line.
The video has received plenty of negative comments saying the tagline that she has great genes promotes the idea that white beauty standards are genetically superior to others.
In addition to be the ad’s spokesperson, Sweeney helped create the brand’s Sydney Jean, which includes an embroidered butterfly “to symbolize growth and transformation.” All of the net proceeds from the jeans will benefit Crisis Text Line, a cause that’s personally meaningful to her.
As part of the campaign, AE is promoting a curated edit of Sydney’s favorite AE pieces for customers to shop online and in stores.
So far, the company hasn’t addressed the backlash and neither has the “Euphoria” actress.
Despite the backlash, AE’s stock has jumped 21% since the campaign was released.