American rapper and pop star Doja Cat has joined growing online criticism of Sydney Sweeney’s latest American Eagle ad campaign, which has come under fire for its tone, imagery, and language. The campaign, titled “Sydney Sweeney Has Great Jeans”, plays on the homophone between “jeans” and “genes,” but has been widely criticised as overly sexualised and racially insensitive.
The ad features Sweeney, known for her roles in Euphoria and Anyone But You, in various denim looks with commentary alluding to genetics. In one now-deleted video, she remarks, “My genes determine the make-up of my body,” before jokingly directing the camera to her eyes. Another clip shows her lying on the floor in jeans and no shirt, stating, “Genes are passed down from parent to child… My jeans are blue.”
The campaign initially launched across American Eagle’s social media platforms but has since had some videos removed following widespread backlash. Critics noted how the framing and camera angles, particularly those zooming in on Sweeney’s body, echoed a notorious 1980 Calvin Klein ad featuring then-15-year-old Brooke Shields — a reference many found troubling and inappropriate.
Beyond questions of tone, the ad has sparked serious concerns about its racial implications. Commentators pointed out that highlighting Sweeney’s “great genes” as a blonde, blue-eyed white woman leans into dangerous eugenicist language. Terms such as “good genes” and “great genes” have long histories in discussions of racial superiority, especially in pseudoscientific movements advocating selective breeding.
Online response has been swift. TikTok, in particular, has become a platform for parody, with users mimicking Sweeney’s delivery and voice, often exaggerating her soft southern drawl. One viral comment noted, “She sounds like she’s melting,” while others questioned the intent behind the vocal performance.
Doja Cat, no stranger to viral humour, joined the wave of mockery by posting her own video mimicking Sweeney’s narration. Adopting a southern accent, she reads, “Genes are passed down from parent to offspring,” before bluntly declaring, “My jeans are bleh.” The video, posted to Instagram and TikTok, quickly attracted attention. One commenter wrote, “You know it’s bad when even Doja makes fun of it,” while another quipped, “My jeans are damp because I just peed my pants.”
Neither American Eagle nor Sydney Sweeney has publicly commented on the backlash or the deleted content. However, the controversy has sparked broader debate about the fashion industry’s use of coded language, representation, and the line between clever marketing and cultural insensitivity.
While parody and memes continue to circulate online, many are calling for more responsible messaging in major advertising campaigns—particularly when it involves influential young women and historical references with deeper societal implications.
