In July 2025, American Eagle released an ad campaign featuring Sydney Sweeney under the tagline “Sydney Sweeney Has Great Jeans.” Before noting that her jeans are blue, the campaign included a video where she explained that genes are passed down from parents to offspring and determine traits such as hair color, personality, and eye color. Critics argued that this entangled play on the words “genes” and “jeans,” especially given Sweeney’s blond hair and blue eyes, evoked ideas connected with eugenics. Some perceived this as tone deaf and insensitive, given the historical misuse of genetic language.
American Eagle defended the campaign by stating that the focus was purely on denim clothes. The brand emphasized that its messaging had always been about jeans, personal stories, and confidence in wearing AE products. It clarified that great jeans were meant to look good on everyone.
Calls to Boycott and Public Reaction
Following the campaign’s release, several fans and commentators spoke out against the ad. Some called for boycotts of the film Americana (which Sweeney starred in) and other Sweeney projects. The criticisms centred on the alleged implications of racial aesthetics and beauty norms embedded in the language used.
At the same time, others resisted the critics. They argued that the controversy was overblown and that the ad was simply wordplay rather than coded messaging. Several conservative commentators defended Sweeney and accused her critics of reading too much into the campaign.
Sydney Sweeney’s Response and Position
Sweeney herself avoided direct engagement with the debate. During the Toronto International Film Festival (TIFF) in early September 2025, where she promoted her biopic Christy, she explained that she focused entirely on supporting the film and those involved in making it. She indicated that the event was not the place to discuss advertising campaigns.
In an August interview, she reflected on the way public discussions unfold. She said that she views everything as part of an ongoing conversation with the audience. However, she did not elaborate on her intent or give details on how she felt about the controversy.
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Implications for Sydney Sweeney’s New Film “Christy” and Her Public Image
“Christy,” directed by David Michôd, premiered at TIFF on September 5, 2025. Sweeney portrayed Christy Martin, a pioneering female boxer celebrated for her professional achievements and for surviving domestic violence and an attempted murder. The role required a physical transformation. This included intensive training, weight changes, and the ability to capture the boxer’s strength and vulnerability.
The TIFF premiere brought strong reviews, with audiences and critics praising Sweeney’s performance and the storytelling. Observers noted that she effectively redirected attention back to her acting work by choosing not to speak on the jeans and genes controversy during her press appearances.
The situation pressured her relationships with brands and her image, but she appeared willing to tolerate the attention without further comment. By compartmentalizing her professional commitments, she maintained focus on her acting career rather than advertising backlash.
Other Celebrities Facing Similar Backlash
Sweeney is not the first celebrity to see a brand partnership spark a heated debate. Kendall Jenner experienced a similar storm in 2017 when she starred in a Pepsi commercial. She was accused of trivializing social justice movements. Much like Sweeney, Jenner faced calls for boycotts, and Pepsi ultimately pulled the ad. The incident showed how quickly advertising campaigns can backfire when audiences feel sensitive issues are minimized or misrepresented.
Other stars, such as Scarlett Johansson, have also faced criticism for professional choices, including her role in Ghost in the Shell, where she was accused of whitewashing an Asian character. These examples show that public figures often face backlash when their art, advertising, or casting choices intersect. While some celebrities issue lengthy apologies, others, like Sweeney, choose silence and focus on their craft instead. For Sweeney, the focus now rests on whether she can keep attention on her acting work rather than an ad campaign that audiences continue to debate.
Sydney Sweeney’s New Film Proves Survival is Possible
Sydney Sweeney has avoided confrontation with the criticisms of the American Eagle campaign, making clear that her focus remains on her acting projects. While the controversy created significant discussion, her career momentum and promotional efforts for Christy have not been derailed. The episode demonstrates the risks of careless language in marketing and promotes the importance of understanding how messages can be framed, interpreted, and amplified in today’s culture.
Disclaimer: This article was created with AI assistance and edited by a human for accuracy and clarity.
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