The college sorority recruitment season, known as Rushtok, has sparked a viral trend featuring sorority members in jeans and the phrase “good genes”, igniting debates linked to Sydney Sweeney’s controversial American Eagle ad. While some see this as a patriotic cultural moment, others criticise the politicisation of what should be a nonpartisan celebration among students.

Sydney Sweeney’s ‘good jeans’ ad sparks sparks Rushtok trend | Credit: American Eagle/X (@ThePatriotOasis)

As college sorority recruitment season, often called Rushtok, gets underway, a new trend has caught attention across social media. Clips from various sorority rush events are being widely shared, featuring groups of young women proudly wearing jeans and using the phrase “good genes”, which many believe is a nod to Sydney Sweeney’s controversial American Eagle ad. These videos have sparked conversation about underlying messages and cultural debates.

What is Rushtok?

‘Rush week’ is the popular term for the college sorority recruitment season in the United States, a highly anticipated time when sororities hold events and activities to welcome and select new members. During Rush Week, prospective students participate in various social gatherings, interviews, and themed parties designed to showcase the sorority’s values and sisterhood. It’s a vibrant, energetic period on campus, often highlighted on social media as students share videos and photos of their experiences, making it a key cultural moment for many college communities.

Sydney Sweeney’s ‘jeans’ ad that sparked social media uproar

The controversy began with a recent American Eagle advertisement featuring actress Sydney Sweeney, known for her role in the hit series Euphoria. In the commercial, Sydney simply states, “my jeans are blue,” followed by the tagline, “Sydney Sweeney has great jeans.”

Sydney Sweeney sparked a social media hailstorm with her controversial American Eagle ad. | Credit: American Eagle

While seemingly straightforward, many viewers took issue with the phrasing, interpreting the wordplay between “jeans” and “genes” as a subtle nod to so-called “Aryan beauty standards”. Many argued that the ad promoted a narrow and exclusionary idea of beauty centred around white, blonde, blue-eyed features, standards historically tied to white supremacy and racial exclusion. This interpretation sparked a wave of backlash across social media platforms, with users accusing the brand of endorsing regressive and problematic messages under the guise of casual marketing.

American Eagle said it was always about jeans following Sydney Sweeney ad controversy | Credit: Instagram/americaneagle

In response to the growing criticism, American Eagle released a statement addressing concerns about the ad. The brand denied any intention to promote exclusionary or racialised standards through the campaign. They emphasised their commitment to diversity and inclusion, noting that their goal was simply to celebrate comfortable, stylish jeans for everyone.

Sorority videos take over TikTok

Following the controversy, the “good genes” videos from sorority recruitment events appear to be pushing back against the criticism. These clips, showing sorority members wearing jeans, have gone viral, especially at schools like the University of Tennessee and Clemson University.

One social media profile celebrated the University of Tennessee’s Kappa Delta Sorority video, writing, “UST IN: University of Tennessee’s Kappa Delta Sorority is now going VIRAL for their new video wearing ‘JEANS.’ This is rapidly becoming a major national movement in the RIGHT direction!”

Similarly, another user praised Clemson University’s Tri-Delta Sorority, stating, “Clemson University’s Tri-Delta Sorority has gone viral with their jean-wearing video! Pride in America is back!”

The resurgence of these videos has sparked broader patriotic and political commentary online. One user posted, “America is healing; good jeans are BACK,” while another shared a clip of a sorority dance with the comment, “America is BACK and the Democrats hate it.”

Internet reacts to politics taking over Rushtok

While many celebrate these videos as a sign that “America is back”, others have raised concerns about bringing politics into an event that should be enjoyed by all students, regardless of their political views.

One user said, “Yes, America is back because a bunch of sorority sisters are dancing on campus wake me up when veterans stop killing themselves and we can afford to buy homes and raise children.”

“This trend has been going on for many years, dummy. At least a decade theyve been posting these on tiktok. I kind of remember seeing these back in like 2010 so it could be from even before then. Out of touch MAGAs that never went to school are always years late to every trend,” a second user added.

One person mentioned, “Wow, using young kids, under the age of what, 14 years old? For political purposes? That’s not creepy at all!”

“Another reason why TikTok is superior to X. #rushtok has been a trend for years on TT. True fans of it are way invested. Not trying to politicise it for clicks,” one individual noted.

These statements indicate that the “good genes/jeans” trend is viewed by some as more than just a fashion statement. It symbolises a cultural moment connected to identity and political division.