American Eagle's new campaign with actress Sydney Sweeney lit up billboards and social media feeds ahead of the fall 2025 campaign, but it's not just the jeans getting attention. The tagline "Sydney Sweeney Has Great Jeans" has ignited backlash from critics who say it carries racially coded undertones,

On July 23, American Eagle launched its new fall campaign with Sweeney as the face, titled “Sydney Sweeney Has Great Jeans.” In addition to the images, which were styled by Sweeney's regular stylist Molly Dickson, the campaign feature an ad in which Sweeney defines the scientific word “genes” while pulling on her American Eagle jeans.

American Eagle’s fall campaign features the “Euphoria” actress in head-to-toe denim, standing beside a billboard that reads “Sydney Sweeney Has Great Genes.” She crosses out “genes” and replaces it with “jeans,” highlighting the brand’s signature denim.