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A video from a U.S. fashion retailer has controversy over its use of the words "jeans" (as in denim) and "genes" (as in genetics). Social media is alight with claims the video racist. The company, American Eagle, the video for its new line of clothes. The video stars denim-clad actress Sydney Sweeney. She the camera: "Genes are down from parents to offspring, often determining traits like hair colour, personality and even eye colour. My jeans blue." The video with the tagline: "Sydney Sweeney great jeans." American Eagle said the play on words part of its ad campaign's "provocative language". It said the words were definitely going to " buttons".

Many people have the wordplay for having eugenic undertones. Eugenics is a debunked theory that that humanity can improved by encouraging people with certain genes to , to increase the occurrence of "desirable" racial traits. Critics of the ad the fact that Ms Sweeney is white, blue-eyed, and blonde. They her looks are really "great genes". Former Fox News host Megyn Kelly called the criticism a "leftist meltdown". U.S. Vice President JD Vance it an overreaction. Meanwhile, the White House communications director said attacking the ad was "cancel culture amok". American Eagle says its ad " and always about the jeans."