American Eagle gives blunt response to backlash over controversial Sydney Sweeney ad campaign

American Eagle’s “Sydney Sweeney Has Great Jeans” campaign has sparked public debate. While the company’s long-struggling stock saw an immediate boost following the campaign launch, the ad featuring the Euphoria star drew criticism for alleged racial undertones. Amid the backlash, American Eagle has now issued an official statement.

On August 1, the company shared a post on Instagram defending the campaign. The label stated that the campaign was always about the jeans, denying all the allegations stemming from the eugenics controversy. The statement said,

"'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."

A look at public backlash over American Eagle's ad campaign featuring Sydney Sweeney

American Eagle partnered with Sweeney for its fall 2025 collection and released the new ad campaign on July 23. The campaign titled Sydney Sweeney Has Great Jeans came into netizens' crosshairs when, in one of the ads, the label used a pun and employed a word interplay of "Jeans" and "Genes" in the campaign title.

In another ad video that received significant backlash, Sweeney appeared to be discussing genes. In the ad clip, Sweeney can be heard saying,

"Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My genes are blue."

However, many on the internet have been supporting the campaign. On July 30, a viral post surfaced on the internet, which many claimed to be the response from the company. The post, which many believed on social media, looked like a sarcastic apology and read,

"We sincerely apologize for featuring Sydney Sweeney in our recent advertisement. In hindsight, we underestimated the combined impact of her blue eyes, blonde hair, and general hotness... Please stop emailing us."

However, on August 1, the company, for the first time, officially released a statement, clarifying its position on the issue.

Read more: “Waiting for this for decades now”: Netizens react as Jon Batiste reportedly hints at an upcoming collaboration with BTS' Taehyung

American Eagle's latest campaign was released on July 23 to promote its fall collection. As a part of this partnership, the company is offering a limited-edition jacket "inspired" by Sydney Sweeney style. The press release stated that the label would also introduce "The Sydney Jean," the sale proceeds of which would be donated to domestic violence awareness.

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