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Doja Cat has just thrown a high-fashion Molotov cocktail into one of the most polarizing celebrity campaigns of the year.

In a now-viral TikTok, the Grammy-winning provocateur spoofed Sydney Sweeney’s embattled American Eagle ad with a dry, hauntingly accurate reenactment of its most infamous line:

“It’s down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.”

The deadpan delivery, paired with Doja’s signature smirk and unsettling stare into the camera, was instantly recognizable as a dig at the denim-clad discourse magnet that Sweeney’s ad has become.

Social media, predictably, detonated.

The Ad in Question: “Great Jeans” or Eugenics Light?

At the heart of the firestorm is American Eagle’s new campaign starring Euphoria actress Sydney Sweeney, whose piercing blue eyes and porcelain aesthetic are front and center in the brand’s fall rollout. The controversial clip shows Sweeney in head-to-toe denim explaining that “genes are passed down from parents to offspring,” before flashing her blue eyes and ending with the now-notorious:

“My jeans are blue.”

What should have been a campy pun on “jeans” and “genes” instantly spiraled into cultural critique. Critics have accused the brand of echoing eugenics and white supremacist undertones, calling the ad a modern-day nod to 1980s Calvin Klein commercials that were pulled over similar imagery. One viral post went so far as to label it “Nazi propaganda in denim.”

Right-wing media, meanwhile, lauded the ad as a “return to traditional values” and a “refreshing rejection of wokeness,” fanning the flames of an already culturally radioactive campaign.

As of Tuesday morning, American Eagle and Sweeney have remained silent. The brand declined to comment, and Sweeney’s reps offered no statement.

Doja’s TikTok: A Satire or a Side-Eye?

Enter Doja Cat, pop’s reigning agent of chaos and contradiction. With nothing but a hoodie, deadpan tone, and devastating timing, she posted a TikTok mimicking Sweeney’s narration nearly word-for-word, ending on the same chilling punchline:

“My jeans are blue.”

@dojacat

my jeans are blee

♬ original sound – Doja Cat

The timing of the post, just days after the ad began trending for all the wrong reasons, was impossible to ignore. Fans and critics alike instantly interpreted it as a shot at both Sweeney and the tone-deafness of the brand’s messaging.

Social Media Reacts: Chaos, Confusion, and a Whole Lot of Quote Tweets

Twitter, TikTok, and Threads lit up with reactions ranging from unhinged laughter to sharp criticism of Doja herself:

“i’ll give doja her 5’s for this bc that ad rlly is something else 😭”
“Nah this is funny 😂😂 that commercial had racist undertones. It was condemned in the 80s when they did the same shit with Brooke Shields with Calvin and the rip off American Eagle is being condemned as well. Recycled racists commercials. New era same message.”
“Doja they could NEVER make me hate you.”
“I like Doja Cat for this one.”

But not everyone was laughing.

“She was in racial chat rooms showing feet and dragging her Black heritage. Sit this one out Miss Mamas.”
“Which is crazy coming from her.”
“I giggled but Doja is the last person who should be mocking 😭😭”
“I don’t like either of them but that’s rich coming from Doja lol.”

Doja’s own history with racially insensitive behavior resurfaced in the backlash. In 2020, she was criticized for participating in alt-right chat rooms and making light of her Black identity. Though she’s since spoken about her complicated relationship with race, some users say her commentary on Sweeney’s ad feels hypocritical.

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