In the latest denim drama, Beyoncé’s Levi’s ad has emerged as a tacit rejoinder to the controversial Sydney Sweeney American Eagle campaign. Sweeney’s ad - launched on July 23, 2025 - featured the pun “Sydney Sweeney has great genes,” playing on her blonde hair and blue eyes. Critics swiftly accused the campaign of evoking eugenicist and white supremacist undertones.

By contrast, Beyoncé’s Levi’s piece - part of her “Reimagine” campaign - celebrates denim through empowerment and artistry, avoiding genetic-based messaging altogether. Fans on social media drew side-by-side comparisons, with one writing: “So Beyoncé can pose in Levi jeans and it’s art… But when a white woman does it, it’s a national crisis?” This commentary reflects the broader conversations around authenticity, identity, and legacy in fashion branding. 

Meanwhile, the Sweeney campaign generated widespread attention: American Eagle’s stock rose between 10–20% post-launch, even as backlash mounted over perceived racial insensitivity. Public figures - including former President Trump - endorsed the ad, framing criticism as cancel-culture overreach. American Eagle maintained it was simply about jeans and self-expression. 

Though not overtly confrontational, Beyoncé’s Levi’s campaign functions as a muted statement: great denim needs no gimmicks, just timeless aesthetic. It’s a reminder of how fashion can carry both cultural weight and silent power.