American Eagle’s fall campaign features the “Euphoria” actress in head-to-toe denim, standing beside a billboard that reads “Sydney Sweeney Has Great Genes.” She crosses out “genes” and replaces it with “jeans,” highlighting the brand’s signature denim.

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