American Eagle Addresses Backlash Over Sydney Sweeney Campaign

American Eagle has responded to significant backlash regarding its advertising campaign featuring actress Sydney Sweeney. The campaign, which promotes the tagline “Sydney Sweeney has great jeans,” has sparked extensive debate online due to its wordplay, suggesting a connection between “great jeans” and “great genes.” Critics argue that this implication carries troubling racial connotations.

The controversy escalated to the point where it attracted attention from prominent figures, including those within the entertainment industry and political commentators. In an effort to clarify its intentions, American Eagle posted on Instagram on August 1, 2025, stating, “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.”

Despite this clarification, the campaign has faced criticism for its supposed racial undertones. Some social media users interpreted the tagline as a “Nazi dog whistle,” particularly in light of discussions around inherited traits such as hair and eye color. The phrase “My jeans are blue” further fueled this narrative for some observers. Others, while disagreeing with the more extreme interpretations, found the campaign’s juxtaposition of fashion with serious themes like domestic violence to be “tone deaf.”

Adding to the public discourse, political commentator JD Vance defended the campaign. He suggested that critics, particularly from the Democratic Party, were mischaracterizing admiration for Sweeney by labeling those who find her attractive as “Nazis.” Vance’s comments reflect a broader trend of using celebrity controversies to highlight political divisions.

Prominent musicians have also weighed in on the debate. Lizzo criticized the ad by sharing a photo of herself in denim, accompanied by the caption “If the Democrats won the election,” while Doja Cat humorously mimicked Sweeney’s ad in a TikTok video. Both artists contributed to the growing narrative around the campaign, showcasing the power of celebrity influence in shaping public opinion.

Meanwhile, Sweeney has not publicly addressed the controversy. Fans and commentators alike are expressing confusion over her choice of endorsements. One user on social media remarked, “My Sydney Sweeney hot take is that whoever is booking her endorsements hates her. Girl, you’re on an HBO show. Bathwater soap, American Eagle jeans, Baskin Robbins? You should be wearing Dior!”

Sweeney’s career continues to evolve, with her next appearance in the biopic Christy, where she portrays boxer Christy Martin. The film is set to premiere in September, and her involvement in diverse projects signals her ambition to diversify her portfolio beyond brand endorsements.

As the discussion surrounding the American Eagle campaign unfolds, it highlights the intersection of celebrity culture, advertising, and social issues. The implications of such marketing strategies will likely continue to be scrutinized as brands navigate the complex landscape of public perception and identity politics.