Beyoncé's Levi's campaign pulled into Sydney Sweeney ‘great jeans' ad controversy
Sweeney's campaign features her saying, 'Genes are passed down from parents... My jeans are blue,' followed by the tagline 'Sydney Sweeney has great jeans.' Although the ad likely intended a playful pun, the combination of genetic language, Sweeney's blue eyes, and blonde hair led to accusations that it reinforced outdated ideals of racial superiority.
Just going to leave this pic from Beyoncé Levi's campaign right here for those saying Sydney Sweeney with her blond hair/denim/sultry look is racist… pic.twitter.com/ZyeMF6ouCI
— Nicole Saphier, MD (@NBSaphierMD) July 30, 2025
One user on X remarked, 'The ad infers that blue eyes and blonde hair are superior. It's not about denim, it's about what that phrase echoes historically.' The criticism has since grown, with many questioning how fashion continues to use loaded language in marketing.
Amid this, comparisons emerged with Beyoncé's Levi's campaign from late 2024. Like Sweeney's ad, Beyoncé's campaign features denim styling and close-up visuals. However, critics argue the comparison is misguided. Beyoncé's campaign made no genetic references and was launched in conjunction with her Cowboy Carter album, celebrating Black contributions to country music.
So Beyoncé can pose in Levi jeans and it's art…
But when a white woman does it, it's a national crisis? pic.twitter.com/aWu3h6nrL8 — Desiree (@DesireeAmerica4) July 29, 2025
A viral post questioning the double standard read: 'So Beyoncé can pose in Levi's and it's art… but when a white woman does it, it's a national crisis?' Others countered, emphasizing the importance of messaging context, with one user noting: 'Beyoncé didn't say anything about genes. It's about the message behind the words.'
American Eagle has not commented officially. A viral post suggesting the brand issued an apology was later revealed to be fake.
The controversy has reignited broader conversations about racial bias, historical sensitivity, and the responsibility brands carry in their messaging.
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