Hollywood star Sydney Sweeney has resumed her promotional work with fashion brand American Eagle, several months after a controversial advertising campaign ignited a fierce online debate about eugenics and white supremacy.
The Controversial Campaign and Swift Return
The 28-year-old Euphoria actress found herself at the centre of a heated scandal in July when she fronted an American Eagle ad featuring the tagline 'Sydney Sweeney Has Great Jeans'. The pun on 'great genes', combined with Sweeney's blonde appearance, led to widespread accusations that the campaign promoted eugenics, with some critics likening it to Nazi propaganda.
Despite the initial furore, Sweeney has now returned to partner with the brand. Her latest social media post, clearly marked as a paid partnership, features a carousel of images from a winter trip. 'some fave winter fits from my trip ft @americaneagle #aepartner #aejeans,' she captioned the snowy scenes, which showed her exploring a town, skiing, admiring the Northern Lights, and posing with Santa Claus.
Breaking Her Silence on the Backlash
In a recent interview with People magazine, Sweeney addressed the controversy for the first time in depth, admitting that her previous silence had only worsened the situation. 'I was honestly surprised by the reaction,' she stated. 'I did it because I love the jeans and love the brand. I don’t support the views some people chose to connect to the campaign.'
The actress, who has been busy promoting her new film The Housemaid, insisted she is 'against hate and divisiveness'. She explained her decision to speak out, saying, 'In the past my stance has been to never respond to negative or positive press but recently I have come to realize that my silence regarding this issue has only widened the divide, not closed it.'
Brand Response and Commercial Outcome
American Eagle firmly defended the campaign at the time, stating in an Instagram post on August 1 that ''Sydney Sweeney Has Great Jeans' is and always was about the jeans'. The brand maintained its focus was on personal style and confidence, adding that 'Great jeans look good on everyone.'
Ironically, the intense buzz surrounding the ad ultimately benefited the company commercially. The debate led to a surge in new customers, with jeans selling out and investor interest receiving a boost. Sweeney herself reflected on a difficult year, telling People, 'You know this past year I have tried to be strong but it’s been really hard at times.' She expressed a desire for the new year to focus on unity rather than division.
