The ad blitz quickly sparked heated debate, with critics arguing it was a nod to eugenics, and those on the right giddily calling the campaign “anti-woke” because it appeared to mark a shift from inclusive marketing. Just days later, Dunkin’ released a commercial of its own mentioning genetics to promote its new summer drinks.

Sweeney's collaboration with American Eagle, branded "Sydney Sweeney Has Great Jeans," features a denim line designed by the actress herself. According to reports, 100% of the purchase price of The Sydney Jean will go directly to Crisis Text Line, a charity that offers mental health support to domestic abuse victims.

Sydney Sweeney's nonresponse to backlash over her American Eagle "Good Jeans" ad suggests a brand strategy that embraces controversy, PR experts say.