Actress Sydney Sweeney gains another admirer in the denim realm of scandal
In the summer of 2025, American Eagle launched its "Sydney Sweeney Has Great Jeans" campaign, featuring the actress as the lead face for their classic denim line[1][3]. The campaign, aimed at celebrating denim heritage and targeting primarily Gen Z consumers, has stirred up a storm of controversy due to its slogan and perceived echoes of problematic historical messaging tied to eugenics-era slogans[4].
The backlash centers on criticism of the wording and implicit messaging in the ads, which some perceive as resonating uncomfortably with past eugenics rhetoric about “desirable” physical traits[4]. Concerns have also been raised about its impact on perceptions of race and beauty standards, leading to a wider cultural debate about representation in marketing campaigns[4].
American Eagle has defended its creative choices, emphasizing its intent to celebrate diversity and authenticity while promoting its denim line[4]. In response to the criticism, Sweeney even featured in a promotional video, crossing out the word "Genes" and replacing it with "Jeans" in her billboard slogan[2].
The controversy has sparked support from fans of Sweeney and American Eagle's denim, who appreciate the campaign as a strong comeback to denim's essentials and the relatable, casual tone Sweeney brings[1][3]. Some audience segments see the campaign as embodying empowerment and style without promoting any exclusionary ideas explicitly[1].
Notably, President Donald Trump expressed positive sentiment towards the campaign, stating his surprise at learning that Sweeney is a registered Republican[5]. Vice President JD Vance also praised Sweeney, labelling her a "classic American girl," and criticized Democrats for losing their minds over the ad[6]. Many American right-wing figures have celebrated the ad and dismissed the criticism as ridiculous.
However, not everyone shares this view. Critics deemed the campaign "tone-deaf," while others accused it of promoting eugenics and racial superiority[4]. The controversy surrounding the campaign has become widespread on social media, with heated debates about beauty standards, race, and representation.
In a statement, American Eagle emphasized that the campaign is not about genes but about jeans and Sweeney's story[7]. As the debate continues, it serves as a reminder of the power of advertising and its role in shaping societal perceptions and values.
[1] - American Eagle Launches "Sydney Sweeney Has Great Jeans" Campaign [2] - Sydney Sweeney Responds to Criticism of American Eagle Campaign [3] - Sydney Sweeney's American Eagle Ad Campaign Goes Viral [4] - The Controversy Surrounding Sydney Sweeney's American Eagle Advertising Campaign [5] - President Trump Praises Sydney Sweeney's American Eagle Campaign [6] - Vice President Vance Criticizes Democrats Over Sydney Sweeney's American Eagle Campaign [7] - American Eagle Clarifies Statement on Sydney Sweeney's Advertising Campaign
- The controversy over the "Sydney Sweeney Has Great Jeans" campaign, despite President Donald Trump and Vice President JD Vance's support, has led to heated debates about beauty standards, race, and representation on social media, sparking concerns about the implications of policy-and-legislation in entertainment and pop-culture.
- As the debate about the American Eagle campaign continues, it highlights the average consumer's sensitivity towards messaging, emphasizing the need for celebrities, brands, and politicians to be mindful of their words and actions, recognizing the impact they have on popular culture and general news.
- The perceived echoes of eugenics-era slogans in the American Eagle campaign have brought attention to the intersection of politics, policy-and-legislation, and entertainment, forcing the industry to take a closer look at its creative decisions and the potential consequences they might have on society.
