Hailey Bieber mocked Sydney Sweeney amid a growing controversy over the actress’s jeans advertisement.
The dispute centres around the American Eagle (AE) ad featuring Sydney Sweeney.
THE SYDNEY SWEENEY AD
The ad attracted harsh criticism for what many describe as an insensitive wordplay on “jeans” and “genes.”
Critics even labelled the ad as having undertones of white supremacy, a serious accusation that has kept the controversy alive across social media platforms.
On Saturday, 23 August, Hailey Bieber, 28, took to Instagram to weigh in on the debate. She shared an ad from a collaboration between Gap and Katseye, according to The News.
The ad seemed to take a subtle dig at the AE commercial while promoting Gap’s latest denim range.
HAILEY BIEBER COMMENTS ON AD
Hailey Bieber captioned the post, “I love great creative direction, and Gap has my favourite denim right now.”
Her comment sparked further discussion online, with many seeing it as a pointed critique of Sweeney’s ad.
The Gap-Katseye campaign stood out because it celebrated diversity. The band in the advert includes pop stars from various parts of the world.
The campaign slogan, “better for everyone”, highlighted inclusivity. This sharply contrasted with the AE ad’s controversial approach.
THE JEAN AD
In that ad, Sydney Sweeney said, “Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour.
My jeans are blue.” The wordplay was widely perceived as tone-deaf and sparked the backlash.
Sydney Sweeney has remained silent, not publicly addressing the criticism. However, American Eagle issued a statement defending the actress. Despite this, negative reactions continue to flood social media.
RACE AND IDENTITY
This story echoes ongoing global conversations about how brands handle sensitive topics such as race and identity in advertising.
It also shows how celebrities can influence or ignite public debate with their social media activity.
At a time when local brands are increasingly spotlighting diversity, this incident serves as a reminder of the power of thoughtful messaging.
Hailey Bieber’s comment suggests, it’s clear that consumers here and abroad want honesty and inclusivity in campaigns, not controversy.
DO YOU BELIEVE THE CONTROVERSY AROUND THE AMERICAN EAGLE AD IS JUSTIFIED?
Let us know by leaving a comment below, or send a WhatsApp to 060 011 021 1.
Subscribe to The South African website’s newsletters and follow us on WhatsApp, Facebook, X and Bluesky for the latest news.
