On July 23, American Eagle launched its new fall campaign with Sweeney as the face, titled “Sydney Sweeney Has Great Jeans.” In addition to the images, which were styled by Sweeney's regular stylist Molly Dickson, the campaign feature an ad in which Sweeney defines the scientific word “genes” while pulling on her American Eagle jeans.

Actress Sydney Sweeney’s provocative new ad campaign for American Eagle leans into retro sexiness — and it’s sparking debate about eugenics and ‘wokeness.’