Advertising campaign of jeans brand defended following backlash over Sydney Sweeney involvement - Advertising tactics of jeans brand defended following controversy with Sydney Sweeney's endorsement
In the fashion world, summer 2025 has seen a buzzworthy addition with American Eagle's latest denim ad campaign, starring actress Sydney Sweeney. Titled "Sydney Sweeney Has Great Genes," the campaign features Sweeney in various videos, billboards, and social media interactions on platforms such as Snapchat and Instagram.
The campaign, launched in July, aims to emphasise American Eagle's denim heritage and versatility, primarily targeting Gen Z consumers. Sweeney brings a playful, confident energy to the brand, showcasing the jeans in a way that celebrates individuality. Additionally, American Eagle announced a limited edition Sydney jean, with proceeds going towards domestic violence crisis counseling.
However, the campaign has sparked a divided response. While some marketing experts praise the buzz and exposure generated by having Sweeney as the face of the campaign, others criticise certain elements as potentially damaging or distorting the brand image. A teaser video where Sweeney makes a wordplay on "genes" and "jeans" has been particularly controversial, with some interpreting the messaging as problematic.
Some experts suggest that the focus on a single celebrity might limit broader brand appeal. Despite this, the campaign enjoys significant visibility with high-profile placements and is considered a notable marketing effort for the season.
The controversy has gained attention on the X platform, with users expressing support for Sweeney as well as calls for a boycott of American Eagle. One user criticised the ad, stating it felt weird due to its focus on Sweeney's genes, while another user called for a boycott, citing the use of eugenics.
Notably, the White House Communications Director, Steven Cheung, weighed in on the controversy, stating that cancel culture is running wild and this "twisted" liberal thinking is why Americans voted the way they did in the 2024 presidential election.
Despite the controversy, Sweeney, known for her roles in shows like "The White Lotus" and "Euphoria," and films like "Where the Crawdads Sing," has not yet commented on the matter. The controversy does not seem to have affected the campaign's overall reach, as it continues to generate buzz on social media.
In summary, the American Eagle campaign has achieved substantial attention and reach but has attracted a divided response, combining enthusiasm over Sweeney’s involvement and the campaign's creativity with concern about its overall impact on American Eagle’s brand identity.
- The controversy surrounding American Eagle's denim ad campaign, featuring actress Sydney Sweeney, has ignited heated discussions on the internet and social media platforms like X, with people expressing support for Sweeney and calls for a boycott of the brand due to perceived problematic messaging.
- As the summer of 2025 continues, American Eagle's latest fashion-and-beauty endeavor, the "Sydney Sweeney Has Great Genes" campaign, has established a strong presence in media, society, and entertainment, becoming a notable part of both the lifestyle and the ongoing conversation among celebrities.
