Hollywood star Sydney Sweeney has publicly addressed the furore surrounding a controversial American Eagle advertising campaign for the first time, admitting that her initial silence only served to intensify the backlash.
The Ad That Sparked a Firestorm
The 28-year-old Euphoria actress became the face of a summer campaign for the clothing brand, which used the tagline 'Sydney Sweeney Has Great Jeans'. The slogan was a deliberate pun on the phrase 'great genes'. However, when the advert launched in July, it ignited a fierce online debate. Critics accused American Eagle of promoting eugenics and white supremacy, with some drawing extreme comparisons to Nazi propaganda, largely due to the focus on Sweeney's blonde appearance.
In a new interview with People magazine, Sweeney revealed her shock at the reaction. '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.' She expressed frustration at being mischaracterised, adding, 'Many have assigned motives and labels to me that just aren’t true.'
Why Speaking Out Now Was Necessary
Sweeney explained that her typical strategy of ignoring press, both positive and negative, backfired in this instance. She believes her quietness allowed misconceptions to grow. '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,' she confessed.
The actress, who has been promoting her new psychological thriller The Housemaid with Amanda Seyfried, insisted on her personal values. 'Anyone who knows me knows that I’m always trying to bring people together. I’m against hate and divisiveness,' she said. Sweeney described the past year as 'really hard at times' but is now focused on being more intentional. 'I think this next year I want to be really intentional with showing people who I am and what I want, cause so many people can just get it wrong.'
Brand Response and Commercial Outcome
American Eagle stood firm against the criticism. On August 1, the company posted a statement on Instagram clarifying its intent: ''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 the initial controversy, the campaign proved to be a commercial success. The widespread buzz and debate ultimately helped American Eagle attract a significant number of new customers, leading to sell-outs and increased investor interest.
Sweeney had previously touched on the scandal in a November interview with GQ, where she said she was too busy filming to fully notice the backlash and simply saw it as 'a jean ad'. Her latest, more detailed comments aim to draw a line under the episode, with a hopeful message for the new year: 'So, I hope this new year brings more focus on what connects us instead of what divides us.'
