American Eagle has issued a response to the backlash from its recent campaign featuring Sydney Sweeney that has gone viral.
The ad campaign, which boldly proclaims, “Sydney Sweeney has great jeans,” has sparked significant debate online. Critics have raised concerns about the implication of the phrase, suggesting a troubling play on words between “great jeans” and “great genes.”
As the controversy gained traction and caught the attention of the White House and the entertainment industry, the clothing brand took to Instagram to clarify their intentions. “Sydney Sweeney Has Great Jeans is, and always has been, about the jeans. Her jeans. Her story,” they wrote. “We’ll continue to celebrate how everyone wears their AE jeans with confidence, in their own way. Great jeans look good on everyone.”
Some social media users argued that combining the actress—who is blonde with blue eyes—with this tagline evokes disturbing racial undertones, particularly when considering messages about inherited traits, such as hair and eye color. While some disagreed with the notion that the ad promotes a celebration of whiteness, they expressed that its association with raising awareness for domestic violence was “tone deaf.”
Conversely, public figure JD Vance defended the campaign, suggesting that the Democrats’ narrative around Sweeney was misguided, labeling those who find her attractive as Nazis.
Among those criticizing the campaign was Lizzo, who humorously shared a photo of herself in denim, with the caption referencing the election, stating, “If the Democrats won the election. My jeans are black.” Doja Cat also weighed in, posting a TikTok video that mimicked Sweeney’s ad remarks in an exaggerated Southern accent.
So far, Sweeney has not publicly addressed the controversy. Observers have noted their surprise at her choice of endorsements, especially given her rising star status in Hollywood. One user remarked on social media about her surprising product choices, mentioning a previous controversial ad where she marketed soap infused with her used bathwater.
Sydney Sweeney will next appear in the biopic Christy, portraying boxer Christy Martin, which is set to premiere in September.
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