American Eagle has responded to growing criticism over its latest ad campaign featuring none other than actress Sydney Sweeney, insisting the focus was always on fashion.
The denim giant broke its silence this week after social media was flooded with mixed reactions to the campaign’s tagline: “Sydney Sweeney has great jeans.”
The fall campaign, centered around American Eagle’s new denim collection, sparked debate after fans and critics alike questioned whether the ad was intentionally using a cheeky double entendre.
Many pointed out the not-so-subtle play on the word “jeans” versus “genes,” especially in a promotional video where Sweeney narrates:
“Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color,” she says, before the camera zooms in on her. “My jeans are blue.”
Critics accused the brand of reducing the campaign to a pun that seemed to sexualize the actress rather than focus on the product. Others argued that Sweeney, known for her roles in Euphoria and Anyone But You, was promoting eugenics, “white supremacy,” and “Nazi propaganda” with the campaign.
In response, American Eagle took to Instagram to clarify its position. “Her jeans. Her story,” the brand wrote in a statement. “We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
The company doubled down on its message, emphasizing that the campaign is about self-expression, individuality, and how jeans play a role in personal style. Additionally, despite the backlash, some fans defended the brand and Sweeney, arguing that the ad was meant to be lighthearted and clever.
For her part, at the time of writing, Sidney Sweeney hasn’t publicly commented on the controversy. However, her continued collaboration with American Eagle suggests that both the brand and the actress remain committed to the campaign’s original intent.
