U.S. fashion retailer American Eagle Outfitters wanted to make a splash with its new advertising campaign starring 27-year-old actor Sydney Sweeney. It has.

For context, the tagline of the campaign is “Sydney Sweeney has great jeans,” and, as is explicitly pointed out, the whole thing is a play on Sydney’s “great genes.” Some people have taken issue with the glorification of Sydney’s genetics as a blonde-haired, blue-eyed, white woman, accusing AE of promoting eugenics and “ white supremacy .”

American Eagle’s new denim campaign featuring actor Sydney Sweeney has sparked backlash over a “genes" pun. Here’s what’s behind the controversy—and why it’s drawing so much attention.