American Eagle has issued a statement defending its latest advertising campaign featuring actress Sydney Sweeney, after the tagline “Sydney Sweeney Has Great Jeans” sparked widespread criticism. The retailer confirmed the phrase was always intended as a pun on denim, not a reference to eugenics, as some critics had suggested.
Social media users accused the company of using language historically associated with eugenicist ideology, arguing that the phrase “great genes” carries troubling connotations. Others also criticised the campaign for a lack of diversity, pointing out that Sweeney is a white blonde woman.
In a statement on Instagram, American Eagle wrote: “'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.”
Overlooked in the controversy is the charitable element of the campaign. American Eagle launched “The Sydney Jean”, a limited-edition wide-legged jean produced in collaboration with Sweeney, featuring a butterfly motif on the back pocket that represents domestic violence awareness. The company said 100 per cent of proceeds from the jeans will be donated to Crisis Text Line, a non-profit that provides free, confidential mental health support around the clock.
However, many social media users expressed frustration that the charity aspect was not made clear in the adverts. One user on X wrote: “If you watched those Sydney Sweeney American Eagle ads, you’d never know they were fundraising for a domestic violence charity.”
Despite the backlash, the campaign has proved commercially successful. According to Vanity Fair, American Eagle’s stock price jumped 10 per cent after the advert was announced, adding approximately $200 million to the company’s market value.
