A racy, widely panned jeans campaign for American Eagle Outfitters starring “Euphoria” actress Sydney Sweeney is bringing into question whether the retailer accidentally strayed from its typically female-friendly marketing or deliberately tried to shift focus.

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.