L: Elon Musk attends the Breakthrough Prize Ceremony at the Academy Museum of Motion Pictures on April 13, 2024. R: Sydney Sweeney wearing denim in New York City on May 4, 2024. Taylor Hill/Getty Images; Gotham/GC Images
Sydney Sweeney’s new American Eagle ad has gone viral—but not just for her style. The campaign uses a cheeky pun on “jeans” and “genes,” and it’s sparked a firestorm online. Some viewers, especially on TikTok, have accused the brand of promoting harmful ideas like “eugenics” and “white supremacy.” Others say that’s a stretch and are applauding American Eagle for pushing back against overly “woke” trends in advertising.
The controversy quickly spread beyond fashion circles. Tesla posted a playful video on X (formerly Twitter), showing a robot rubbing jeans on a white car seat with the caption, “Our seats robot also has great jeans.” Elon Musk added his own comment: “Testing rubbing jeans on our seats,” followed by a laughing emoji.
Airbnb co-founder Joe Gebbia also chimed in. He reshared a TikTok calling for a boycott of American Eagle, writing, “The woke mind virus in full view.” Musk replied with a “💯” emoji—clearly showing his agreement.
This isn’t the first time a denim brand has faced backlash. In 2023, Levi’s was criticized for an ad featuring a gender-neutral model wearing a denim dress. That ad was also labeled “woke” by some and led to boycott calls.
In response to the latest buzz, American Eagle President Jennifer Foyle stood by the campaign, saying the brand is celebrating what makes it iconic: trendsetting denim. She praised Sydney Sweeney’s role, calling her a perfect fit for the brand’s fun, confident style.
Sweeney herself shared in a press release, “There’s something so effortless about American Eagle. They’ve grown with me through every version of myself.” She emphasized how the brand’s focus on comfort and confidence has always resonated with her.
Not everyone agrees. Advertising expert Robin Landa called the wordplay in the campaign “historically loaded” and “tone-deaf.” Meanwhile, the White House’s Director of Communications, Steven Cheung, blasted the backlash as “cancel culture run amok.”
Political commentator Megyn Kelly also weighed in, saying on her podcast: “We’re tired of the nonsense—like you can’t celebrate someone who’s white, blonde, and blue-eyed without backlash. This ad feels like a final stand against that kind of thinking.”
Whether people see it as clever or controversial, one thing’s clear: American Eagle’s campaign has everyone talking.
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