Actress Sydney Sweeney has playfully acknowledged the uproar surrounding her previous American Eagle campaign in a fresh advertisement for the brand, nearly one year after the initial controversy erupted. The Euphoria star faced significant public backlash in July 2025 over an American Eagle poster that featured her wearing jeans and a denim jacket with the slogan: "Sydney Sweeney Has Great Genes", where the final word was crossed out and replaced with 'jeans'. Critics argued the phrase "great genes" has historical ties to eugenicist language, which advocates for genetic improvement through selective breeding, and questioned its application to Sweeney, a white, blonde Gen Z icon.
New Advert Makes Subtle Reference
Despite weeks of intense debate following the ad's release, Sweeney now appears to give a nod to the contentious campaign in a new clip promoting American Eagle's jean shorts. In the advertisement, she walks along a beach, tossing her blonde hair, and asks, "What brand am I wearing?" before smiling at the camera and stating, "Yeah. That one." This line is widely interpreted as a direct reference to the earlier "Sydney Sweeney Has Great Jeans" campaign. Notably, American Eagle has announced that all proceeds from custom pieces in this promotion will be donated to Crisis Text Line, a nonprofit offering free, confidential mental health and crisis support via text messaging.
Political Reactions and Brand Response
The original ad's backlash drew unexpected support from MAGA supporters, with former President Donald Trump praising the campaign on social media after learning Sweeney is a registered Republican, calling it the "'HOTTEST' ad out there". In August 2025, American Eagle defended the tagline, asserting, "'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."
Sweeney's Delayed Commentary
Sweeney initially remained silent on the controversy, declining to comment in an August interview with The Wall Street Journal. However, in December 2025, she finally addressed the issue, expressing surprise at the reaction and clarifying her stance. "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. Many have assigned motives and labels to me that just aren't true. Anyone who knows me knows that I'm always trying to bring people together. I'm against hate and divisiveness." She admitted that her initial silence may have "widened the divide", highlighting the complexities of celebrity endorsements in polarized times.
