LOS ANGELES - American Eagle’s newest marketing campaign was meant to be playful and bold—but it’s now at the center of an online backlash over a single word: "genes."

The campaign, fronted by actor Sydney Sweeney, features the tagline "Sydney Sweeney has great jeans." But a teaser video shared on social media switches the word to "genes," sparking criticism from some viewers who say the messaging—intentional or not—reinforces outdated ideals of beauty and evokes racist undertones.

The backlash has placed the teen clothing brand in the middle of a broader conversation about cultural messaging, historical language, and what kinds of faces brands choose to represent their products.

Why is American Eagle’s campaign getting backlash?

The backstory:

The criticism centers around a short v

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