The Sydney Sweeney jeans ad by American Eagle is controversial primarily because of its play on words connecting "genes" and "jeans," which many have perceived as promoting or alluding to eugenics—a discredited, racist scientific theory that focuses on "superior genes." The ad features Sweeney, a blonde, blue-eyed white woman, with a voiceover emphasizing inherited genes affecting traits like hair color and eye color. This has sparked accusations that the campaign subtly endorses white nationalist or supremacist ideals, especially in a sociopolitical context where discussions of genetics, race, and immigration are highly sensitive. Critics also find the ad problematic for its hypersexualized portrayal of Sweeney and its appeal to the "male gaze." American Eagle has defended the ad, stating it is about the jeans themselves, not about race or genetics. However, the campaign has ignited heated cultural debates about race, beauty standards, politics, and marketing ethics, with reactions ranging from calling it Nazi propaganda to claims of overreaction and cancel culture. The controversy has boosted the brand's sales significantly despite backlash and led to wider discussions on social and political divides in America. The White House and various political figures have also entered the debate, illustrating the ad's unexpected cultural impact.