NEW YORK, New York — American Eagle is making headlines this week after unveiling its latest ad campaign featuring Euphoria star Sydney Sweeney. The campaign, launched to promote the new “Sydney Jean” and raise awareness for domestic violence, has instead sparked a wave of online backlash over its questionable messaging, awkward wordplay, and a stunning lack of self-awareness. What was meant to be a feel-good fusion of fashion and philanthropy has become a case study in how to derail a cause with one poorly thought-out pun.

The ad includes Sweeney wiping down a life-size poster of herself in jeans and a denim jacket, beneath a tagline that reads: “Sydney Sweeney Has Great Genes.” The word “Genes” is then crossed out and replaced with “Jeans,” a pun so subtle it might as well be written in Morse code using vape smoke.

Critics say the campaign feels more Stepford Wives than Stop the Violence. “Nothing screams diversity and trauma healing like a blonde woman in flared denim,” tweeted one user. Others pointed out that the term “great genes” has historically been used in eugenics circles to celebrate Eurocentric beauty ideals, selective breeding, and people who say “heritage” a little too loudly.

Amid the discourse, many missed a crucial footnote in the press release: the butterfly stitched on the back pocket of the Sydney Jean is a symbol for domestic violence awareness. And all proceeds from the jeans are being donated to Crisis Text Line, a 24/7 mental health support nonprofit. A worthy cause, buried under a mountain of missed messaging and well-lit thigh gaps.

American Eagle’s Chief Marketing Officer confirmed the media spend for the campaign was “significantly more” than usual, citing a tough economic climate and a $68 million operating loss in Q1.

So far, the campaign has managed to spark important conversations, just not the ones they intended. But hey, at least the jeans have pockets.