Sydney Sweeney has fronted a new American Eagle ad campaign, featuring tight jeans, retro visuals and one very questionable pun that seems to have sparked a culture war.

The title of the ad provoked a flurry of online discourse. Reactions ran the gamut from glee to accusations that the ads promote eugenics.

On July 23, American Eagle launched its new fall campaign with Sweeney as the face, titled “Sydney Sweeney Has Great Jeans.” In addition to the images, which were styled by Sweeney's regular stylist Molly Dickson, the campaign feature an ad in which Sweeney defines the scientific word “genes” while pulling on her American Eagle jeans.