The American Eagle controversy revolves around a recent ad campaign featuring actress Sydney Sweeney that sparked widespread debate and backlash in 2025. The ad played on the words "genes" and "jeans," with Sweeney saying, "Sydney Sweeney has great genes," which was visually altered to emphasize "jeans." This wordplay, combined with Sweeney's blonde hair and blue eyes, triggered accusations that the campaign flirted with notions tied to eugenics and white nationalism. Key points of the controversy include:

• The ad provoked discussions about race, beauty standards, identity, and politics in the US, with some accusing it of promoting white nationalist or MAGA-friendly ideals.
• Critics noted that the campaign seemed to depart from American Eagle's previous commitments to inclusive advertising and sizing.
• The ad elicited polarized reactions: some praised it as "anti-woke," while others saw it as a racially insensitive or provocative nod to conservative values.
• Former President Donald Trump praised the campaign and Sweeney, framing it as a stance against "wokeness" and in favor of Republican ideals.
• The controversy led to a mixed impact on American Eagle's business, including a brief surge in stock price and increased online traffic, but also a nearly 9% decline in foot traffic year-over-year in early August.
• American Eagle's response was viewed by many as lacking sincerity, and some speculate the company may have deliberately used controversy to gain media attention and sales.
• The campaign has sparked broader cultural discussions about the divisive political and racial climate in America in 2025.

Overall, the American Eagle controversy highlights how fashion advertising can become entangled with cultural and political conflicts, provoking intense public scrutiny and debate far beyond the product itself. The campaign appears to have been a calculated, provocative move amid ongoing culture wars in the US. The company's leadership and marketing strategies have been questioned for either insensitive oversight or intentional courting of controversy to boost engagement and sales. This controversy is centered on the intersection of marketing, identity politics, and the polarized American cultural landscape as of 2025. It received wide media coverage and remains a significant example of how brand messaging can ignite national debates about race, beauty, and politics.