It started off as a cheeky denim ad, featuring one of Hollywood’s most trending sweethearts. However, when American Eagle debuted its new campaign featuring actress Sydney Sweeney, it quickly unravelled into a firestorm of online backlash. A controversy that caught even the most seasoned marketers by surprise.
As the discourse intensified, all eyes were on American Eagle. On August 1, the brand finally broke its silence, posting an official statement via Instagram: “‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
The message was clear: this wasn’t about DNA; it was about denim. AE doubled down on its commitment to inclusivity and individuality, saying the campaign was meant to spotlight personal expression and confidence. But still, not many were buying it.
Launched on July 23, the campaign seems to have leaned into a visual pun, with Sydney walking around in a pair of American Eagle jeans. There were no words exchanged, no dialogue. Just a voiceover narrating the big, bold text: “Sydney Sweeney has great genes.” It did not take long for the advertisement to set the internet on fire. Netizens took to the comment sections and X (formerly Twitter) to voice their opinions.
“This is so weird,” one viral comment read. Comedian Kaneez Surka also commented under Sweeney’s post, highlighting its misplacement in today’s political climate. Musician Doja Cat would take to TikTok and mock the actress with a poor imitation, while singer Lizzo also took part in satirising the ad. The campaign quickly polarised the internet. While critics accused American Eagle of promoting regressive ideals and subtle incorporation of eugenics under the guise of clever marketing, many others, especially from conservative or fashion-forward corners, dismissed the outrage as an overblown interpretation of a harmless pun.
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Some critics argued that the brand was evading responsibility, while others pointed out the lack of racial or body diversity in the campaign visuals, questioning whether AE had learnt anything from past fashion industry missteps. Many brought forward Brooke Shields’s controversial campaign with Calvin Klein, where the actress, then a teenager, would utter a provocative line to showcase her love for the brand.
Despite the social media uproar, the campaign may have inadvertently worked in AE’s favour. Following the controversy, American Eagle’s stock surged more than 10%, showing that even bad press might be better than no press, especially when your brand is being discussed on every corner of the internet.
Sydney Sweeney herself remained publicly silent on the matter, further fuelling speculation and critique.
What this controversy highlights is how delicate brand storytelling has become. In an age where audiences dissect every visual and word, brands must walk a tightrope between being catchy and being culturally conscious. The Sydney Sweeney campaign may fade from headlines, but the questions it raised won’t disappear so easily. As fashion continues to merge with celebrity culture and social commentary, brands like American Eagle are being asked to do more than sell products; they are expected to communicate values, reflect diverse realities, and anticipate how their messages might land in a highly sensitive, hyperconnected world.
