Sydney Sweeney has recently made a return to social media following significant backlash over her campaign with American Eagle (AE). On August 1, the 27-year-old actress shared a seemingly innocuous post on her Instagram, featuring a bouquet of pale pink roses and a white heart sticker. Sweeney was unveiled as the face of AE in July, marking the launch of the brand’s fall 2025 campaign, which pays homage to its iconic denim heritage. Jennifer Foyle, AE’s president and executive creative director, emphasized in a press release that the brand is celebrating genre-defining denim with innovative fits and a versatility that reflects how customers actually wear their clothes.
In her statement regarding the collaboration, Sweeney expressed her admiration for AE’s commitment to creating clothing that fosters confidence and comfort. She noted the nostalgic connection she feels with the brand, which has been a part of her journey through various stages of her life. However, the campaign titled “Sydney Sweeney Has Great Jeans” was met with mixed reactions online, particularly a disdainful critique on how it portrayed women. Social media critics accused the campaign of being overly sexualized and pandering to the male gaze, thereby undermining the empowering message that Sweeney intended to convey.
The campaign featured Sweeney in a visually striking film. As the camera focused on her body, she quipped, “My body’s composition is determined by my genes,” followed by the prompt, “Hey, eyes up here.” While the intended humor lay in the play on the words “jeans” and “genes,” many viewers interpreted it quite differently. Additionally, some critics alleged that the campaign echoed eugenic sentiments—a controversial ideology historically linked to white supremacy. This further fueled the outrage, as it transformed a light-hearted clothing campaign into a topic of heated social discourse.
In another advertisement, Sweeney made a more direct pun, stating, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.” While the comedic nature of these statements was evident, the backlash indicated that humor had not resonated positively with a sizeable portion of the audience. Despite the controversy, Sweeney has not publicly commented on the backlash as of yet, leaving many to speculate on her views regarding the criticism.
In response to the unrest generated by the campaign, AE released a statement affirming that the core message of “Sydney Sweeney Has Great Jeans” was intended to be about the jeans themselves, along with Sweeney’s personal journey. Their Instagram message reiterated a commitment to celebrating self-expression through their denim, stating, “Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way.” This effort reflects AE’s positioning in the marketplace as a brand that promotes diversity and individuality among its consumers.
As the controversy continues to unfold, Sweeney’s association with American Eagle has placed her in the center of a complex debate about marketing strategies, representation, and the empowerment of women. The situation highlights the delicate balance brands must strike between creativity and sensitivity, particularly when leveraging female figures in their promotional material. As the discourse around the campaign evolves, audiences continue to reflect on how marketing not only sells products but also conveys social values and attitudes.
