A visual concept that blends fashion, identity and controversy
A recent ad campaign featuring actress Sydney Sweeney and a U.S.-based clothing brand has stirred considerable online discussion. The ad, which aimed to promote a line of jeans, was later removed from the company’s official social media accounts, though it remains accessible elsewhere online.
In the video, Sweeney looks directly into the camera and delivers a monologue that plays on the words “genes” and “jeans,” stating, “Genes are passed down… My jeans are blue.” The campaign’s creative approach has drawn a mixed reaction. Some critics perceived it as potentially referencing discredited genetic theories, while others focused on the ad’s sexualized tone.
Questions raised about the campaign’s intent
Controversy deepened after it was revealed that the campaign was intended to raise awareness about domestic violence, a cause that Sweeney actively supports. The company announced that 100% of the proceeds from jean sales would be donated to a mental health support charity. However, many questioned whether the execution of the message matched its intended purpose.
Social media reactions were polarized, with some viewers expressing discomfort and criticism, and others defending the ad and dismissing the backlash as an overreaction. The situation reignited broader discussions about the portrayal of women in advertising, the use of sexuality in marketing, and the ethical boundaries of brand storytelling.
Media attention and company response
While it is too early to determine the long-term impact, the campaign received a surge of visibility shortly after release. The company responded with a statement affirming that the campaign was always about the jeans and how individuals wear them with confidence. As of now, Sweeney’s representatives have not issued further comments.
