Sydney Sweeney Faces Backlash Over Controversial American Eagle Ad

Sydney Sweeney is experiencing significant backlash following her latest campaign with American Eagle, which has sparked discussions about race, marketing, and accountability. The 27-year-old actress, known for her role in *Euphoria*, became the face of American Eagle’s fall denim campaign, featuring the tagline, “Sydney Sweeney has great jeans” — a play on the phrase “great genes.”

A viral video showcases Sweeney in front of a poster where “genes” is crossed out and replaced with “jeans.” In another clip, she discusses genetic traits while highlighting her blue eyes. While the intention behind the campaign was playful, accusations of promoting racial undertones, eugenics, and white supremacy emerged on social media, largely due to the emphasis on genetics alongside Sweeney’s appearance.

As of the morning of July 29, 2025, neither Sweeney nor American Eagle has publicly addressed the controversy, a silence that has generated further criticism. Crisis public relations expert Eric Schiffer provided insight on the implications of this non-response, calling it “a toxic time-bomb” that could alienate shoppers who feel offended by the campaign. He noted that the silence could be interpreted as a sign of privilege, allowing critics to seize on the opportunity to amplify their concerns.

Sweeney, originally from Spokane, Washington, has previously navigated controversies successfully. Alexandria Hurley, a publicist based in Las Vegas, speculated that the ad’s provocative nature was intentional. She stated, “This is a calculated brand evolution,” suggesting that the campaign was designed to generate attention rather than simply mismanaged.

The campaign remains active on American Eagle’s website, which promotes Sweeney’s “girl next door charm” and “main character energy.” Yet, observers argue that charm alone is insufficient to address the growing public relations issue. Hurley emphasized that the tagline was “deliberately” provocative and that the racial undertones were clear.

Jonathon Narvey, CEO of Mind Meld PR Inc., suggested that American Eagle might have anticipated the controversy. He commented on how such media buzz can sometimes be a strategic element of marketing campaigns, even if the ad itself was not inherently controversial.

In light of the backlash, Christina Kroll, founder of Kroll PR, pointed out the importance of understanding cultural context and nuance in today’s media landscape. She noted that campaigns require the insight of seasoned professionals to navigate potential pitfalls effectively.

Grayce McCormick, a crisis communications strategist, emphasized the need for a direct acknowledgment from Sweeney. According to McCormick, doing so would humanize her and demonstrate accountability to her diverse audience. Meanwhile, Toni Ferrara, CEO of Ferrara Media, argued that not every controversy warrants a public apology, suggesting that Sweeney’s silence might be a strategic choice.

Publicist Alexandria Hammond highlighted the shared responsibility between Sweeney and American Eagle. She stated, “This situation is 75% American Eagle’s responsibility and 25% Sydney Sweeney’s,” stressing the need for diverse voices in decision-making positions within major brands.

As the conversation around this campaign continues to evolve, publicist Sarah Anne Schmidt advised that the response timing is crucial. She noted, “Silence creates a vacuum,” and emphasized the importance of a timely, empathetic response from Sweeney.

The unfolding controversy presents a critical moment for both Sweeney and American Eagle as they navigate the complexities of cultural sensitivity in marketing. How Sweeney chooses to respond, if at all, will be closely scrutinized as the public debate around the campaign continues.