American Eagle has issued a response to the uproar surrounding its viral campaign featuring Sydney Sweeney, sparking an extensive online discussion that has garnered opinions from diverse figures, ranging from the White House to comedian Stephen Colbert. On Friday, AE posted on Instagram, "Sydney Sweeney Has Great Jeans has always been, and will continue to be, about the jeans—specifically, her jeans and her unique story. We are steadfast in celebrating how individuals confidently wear their AE jeans in their own way. After all, great jeans flatter everyone."
At the heart of the controversy lies a clip where Sweeney remarks, "Genes are passed down from parents to offspring, shaping traits such as hair color, personality, and even eye color. My jeans are blue." This innocuous play on words, "great genes" versus "great jeans," ignited a fierce online debate, with critics wondering if the advertisement harbored hidden meanings.
Given Sweeney's blonde hair and blue eyes, some users speculated that the ad subtly promoted eugenics or echoed Nazi propaganda, despite American Eagle's long-standing commitment to inclusivity, led by a Jewish CEO. A TikTok user with 400 followers, who has posted several videos on the subject—including one with 1.4 million views—alleged, "This is one of the loudest and most blatant racialized dog whistles we've encountered in recent times."
Many others dismissed the controversy as manufactured outrage from a hyper-connected generation constantly seeking offense where none exists. "The hate is exhausting," a TikTok user commented on a video posted by LaKeisha Hebert, who shared, "You're upset at Sydney Sweeney because she's white, blonde, blue-eyed, and looks stunning. I'm worn out by discussions on diversity, equity, and inclusion."
Sweeney has remained silent amidst the discourse, continuing to thrive as one of Hollywood's most sought-after stars. After her breakthrough role in Euphoria, she starred in The White Lotus, Anyone But You opposite Glen Powell, Madame Web, Eden, and garnered praise for her performances in Reality and Immaculate. Her recent credits include Echo Valley alongside Julianne Moore, and upcoming projects include Americana with Halsey, The Housemaid with Amanda Seyfried, and the role of boxer Christy Martin in Christy.
In addition to her acting endeavors, Sweeney has been busy securing brand deals, some of which, like the American Eagle campaign, have stirred controversy. Earlier this summer, she sold her bathwater as part of a soap collaboration with Dr. Squatch. She also boasts partnerships with Armani Beauty, Miu Miu, Laneige, HeyDude, Bai, Baskin Robbins, and Ford. Rumors suggest she's launching a lingerie brand backed by Jeff Bezos and Lauren Sánchez. Following the American Eagle furore, Baskin-Robbins, one of Sweeney's brand partners, has disabled comments on TikTok posts featuring the actress.
