The crux of the campaign is Sweeney’s assertion that her jeans are good, but the whole thing rests on a pun: She’s also talking about her genes. “Genes are passed down from parents to offspring,” she says in one video, “often determining traits like hair color, personality, and even eye color. My jeans are blue.”

AE’s ‘Sydney Sweeney Has Great Jeans’ campaign became the internet’s most controversial subject of the summer. Find out how much money the company made from the