For context, the tagline of the campaign is “Sydney Sweeney has great jeans,” and, as is explicitly pointed out, the whole thing is a play on Sydney’s “great genes.” Some people have taken issue with the glorification of Sydney’s genetics as a blonde-haired, blue-eyed, white woman, accusing AE of promoting eugenics and “ white supremacy .”

American Eagle’s new denim campaign featuring actor Sydney Sweeney has sparked backlash over a “genes" pun. Here’s what’s behind the controversy—and why it’s drawing so much attention.

Sydney Sweeney is at the center of controversy surrounding a new American Eagle denim ad campaign. The "Euphoria" and "Madame Web" actress is featured prominently in the brand's new set of ads, which include the tagline "Sydney Sweeney Has Great Jeans."