The Denim Divide: Sydney Sweeney, American Eagle, and the Culture War in Advertising

Sunday, 07 December 2025 13:13

Summary

The American Eagle denim campaign featuring actress Sydney Sweeney became an unexpected flashpoint in the ongoing culture wars of 2025, demonstrating the volatile intersection of celebrity, commerce, and political ideology. Launched in July, the campaign's tagline, 'Sydney Sweeney Has Great Jeans,' was immediately scrutinised for its homophonic play on 'genes,' with critics alleging undertones of eugenics and white supremacy. The controversy was amplified by the actress's political affiliation and the public intervention of high-profile conservative figures. Despite the intense public debate and accusations of insensitivity, the campaign proved to be a significant commercial success for the retailer. After months of maintaining a public silence, Sweeney finally addressed the issue in December, expressing regret for her previous reticence and clarifying her personal stance against hate and divisiveness.

The Launch of a Cultural Flashpoint

The American Eagle Outfitters denim campaign, which launched on 23 July 2025, was intended to be a straightforward celebrity endorsement for the retailer's new line of jeans^3,5,9,10. The campaign featured actress Sydney Sweeney, known for her roles in *Euphoria* and *The White Lotus*, and centred on the tagline, 'Sydney Sweeney Has Great Jeans'^2,5,8. Within hours of the campaign's release, the actress and the brand were trending worldwide, but not for the reasons a marketing team would typically hope¹. The controversy stemmed from the deliberate wordplay in the tagline, which critics immediately interpreted as a reference to 'good genes'^2,5,7,9,11. This interpretation was cemented by an associated video where Sweeney discussed genetics, stating that 'Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour,' before concluding, 'My jeans are blue'^7,11. The combination of the homophone and Sweeney's physical appearance—she is blonde-haired and blue-eyed—led a significant number of critics to accuse the advertisement of carrying undertones of eugenics and white supremacy^2,4,7,9,11. Some social media users went as far as to compare the advertisements to 'Nazi propaganda,' while one writer described the ad as 'a message straight out of the lab where they cook up culture-war pathogens'^4,9. Beyond the accusations of racial insensitivity, other critics argued the campaign catered overtly to the 'male gaze' and drew parallels to the controversial 1980 Brooke Shields denim campaign for Calvin Klein^3,5,9. American Eagle, however, maintained its position, releasing a statement on social media shortly after the campaign's launch^2,3,5. The brand insisted that the slogan, 'Sydney Sweeney Has Great Jeans,' was and always would be 'about the jeans,' adding that they would 'continue to celebrate how everyone wears their AE jeans with confidence, their way'^2,3,5. The company also reported that the campaign was a commercial success, with many pieces selling out quickly^3,5.

The Political Amplification of a Denim Ad

The debate surrounding the American Eagle campaign quickly transcended the typical boundaries of fashion and advertising criticism, becoming a highly visible proxy battle in the broader political culture war^4,8,9. The controversy was amplified by the revelation that Sydney Sweeney was a registered Republican as of June 2024². This detail provided a political lens through which the campaign's critics and defenders could frame their arguments⁸. Conservative political figures and commentators swiftly rallied to the actress's defence, using the backlash as an example of what they characterised as 'liberal outrage'^2,7. High-profile figures, including former President Donald Trump, publicly praised the advertisement^2,4,7. Mr Trump, upon learning of Sweeney's political registration, wrote on social media that she had 'the 'HOTTEST' ad out there'⁷. Vice President JD Vance and White House communications director Steven Cheung were also among those who voiced their support for Sweeney and mocked the campaign's critics². This political intervention transformed a commercial dispute into a national talking point, with the White House and conservative influencers actively seeking to amplify the controversy online⁸. The polarisation of the response meant that the campaign was simultaneously lauded by one political faction and condemned by another, creating a unique and intense media environment^4,9. The financial magazine *Forbes* also weighed in, arguing that the brand should 'reconsider' the campaign, indicating that the criticism was not confined to one side of the political spectrum⁴. The intense scrutiny and debate, however, did not appear to harm the brand's commercial performance in the short term⁹. American Eagle reported record-breaking numbers in the weeks following the launch, including a double-digit increase in men's and women's denim sales⁵. The 'Sydney Jacket' worn by the actress in the campaign sold out within a single day, and the 'Sydney Jean' sold out in one week⁵. Furthermore, the company's stock rose by 30% following the campaign's launch⁴. Despite this commercial success, one report noted that American Eagle store visits were down by 9% by the end of the summer, suggesting a more complex picture of the campaign's overall impact on consumer behaviour⁴.

The End of Silence and a Call for Unity

For months following the campaign's launch in July, Sydney Sweeney maintained a policy of public silence regarding the controversy^2,8. She declined to address the issue during the press tours for her films *Christy* and *Americana*¹¹. In September, she told *Vanity Fair* at the Toronto International Film Festival that she was 'there to support my movie and the people involved in making it,' not to discuss jeans². Her first public comments came in a November 2025 interview with *GQ*, where she admitted she had not anticipated the magnitude of the backlash^1,2,5,6. At the time, she offered a vague defence, stating, 'I did a jean ad,' and that she was 'literally in jeans and a T-shirt every day of my life,' but she refused to wade into the ideological territory of the criticism^1,2,6,11. The actress finally offered a direct and emotional response in an exclusive interview with *People* magazine, published in early December 2025^1,2,5. She expressed genuine surprise at the intensity of the public reaction^{1,2,3,4,5,6,7,8,11}. Sweeney clarified her intentions and values, stating, 'I did it because I love the jeans and love the brand'^{1,2,3,5,6,7,8,11}. Crucially, she directly addressed the political and ideological interpretations, asserting, 'I don't support the views some people chose to connect to the campaign'^{1,2,3,5,6,7,8,11}. She stressed that 'Many have assigned motives and labels to me that just aren't true'^{1,2,3,5,6,7,8,11}. The actress also expressed regret for her previous strategy of non-engagement^4,7,11. She told the magazine that while her past stance had been 'to never respond to negative or positive press,' she had 'come to realise that my silence regarding this issue has only widened the divide, not closed it'^2,5,7,8,10. Sweeney concluded her statement with a call for unity, saying, 'Anyone who knows me knows that I'm always trying to bring people together. I'm against hate and divisiveness'^1,2,5,7,8,11. She expressed hope that the new year would bring 'more focus on what connects us instead of what divides us'^2,5,7,8,10.

Conclusion

The American Eagle campaign, initially conceived as a simple celebrity endorsement, ultimately served as a powerful case study in the modern dynamics of viral controversy and brand risk⁹. The incident demonstrated how quickly a seemingly innocuous advertising pun can be weaponised and absorbed into the polarised political discourse, regardless of the brand's or the celebrity's stated intentions^8,9. For American Eagle, the controversy translated into a significant, albeit potentially short-lived, commercial victory, proving the efficacy of 'outrage marketing' in driving sales and brand awareness^4,5,9. For Sydney Sweeney, the experience forced a public reckoning with the responsibilities of a high-profile figure in a hyper-connected, politically charged media landscape^2,5,7. Her eventual decision to break her silence and directly address the ideological accusations marked a shift from a strategy of detachment to one of active clarification, acknowledging that silence itself can be interpreted as a political statement^2,4,7,11. The episode underscores the precarious position of public figures who must navigate the commercial demands of their careers while simultaneously managing the intense, often unforgiving, scrutiny of a politically fractured audience⁸.

References

Sydney Sweeney responds to American Eagle jean campaign controversy in new emotional interview | The Nightly
Supports details on Sweeney's emotional interview, her surprise at the reaction, her quotes about loving the brand, and her statement against hate and divisiveness.
Sydney Sweeney finally opens up about backlash over controversial American Eagle campaign: 'I'm against hate' - Entertainment Weekly
Provides the campaign tagline, the specific nature of the criticism (white genetic superiority/eugenics), Sweeney's quotes on surprise and being against hate, her regret over silence, her Republican registration, and the support from conservative figures.
Sydney Sweeney responds to American Eagle ad controversy - The News International
Confirms the campaign launch date (July 23), the tagline, the criticism (racial insensitivity, male gaze, Brooke Shields comparison), Sweeney's quotes, American Eagle's defence, and the report of strong sales.
Sydney Sweeney says her silence over jeans advert backlash 'widened the divide' - The Guardian
Details the eugenics criticism, the 'Nazi propaganda' comparison, Donald Trump's intervention, the commercial success (30% stock rise, most popular jean for 15-25), and the counter-report of a 9% drop in store visits.
Sydney Sweeney Shares Emotional Response to Controversial American Eagle Jeans Ad: 'I'm Against Hate' (Exclusive) - People.com
The primary source for Sweeney's direct quotes, confirming the 'Sydney Sweeney has great jeans' slogan, the July 23 release, the 'genes/jeans' debate, the commercial success (record-breaking numbers, sell-outs), and her November GQ comments.
Sydney Sweeney Issues Direct Response to American Eagle Jeans Ad Backlash - TV Insider
Reinforces the 'genes/jeans' criticism, Sweeney's surprise, her quotes about loving the brand, and her previous vague response in the November GQ interview.
Sydney Sweeney admits her silence on divisive jeans advert made controversy worse - Independent.co.uk
Provides the specific quote from the ad video about genes determining traits and 'My jeans are blue,' the eugenics criticism, the detail about Donald Trump's praise, and Sweeney's quotes on silence and divisiveness.
Sydney Sweeney Addresses American Eagle Campaign Backlash: 'I'm Against Divisiveness' - Consequence.net
Summarises the campaign's launch, the 'genetic superiority' criticism, the political amplification by conservative figures, and Sweeney's quotes on surprise, divisiveness, and her regret over silence.
American Eagle-Sydney Sweeney Controversy: AEO Cashes In On Online Uproar - Forbes
Focuses on the commercial aspect, confirming the 'genes/jeans' pun, the eugenics/sexual tone criticism, the 'white-supremacist dog whistle' label, and the conclusion that the ad boosted sales and brand awareness.
Sydney Sweeney Addresses Controversial American Eagle Jeans Ad: “I'm against hate and divisiveness. In the past my stance has been to never respond to negative or positive press but recently I have come to realize that my silence regarding this issue has only widened the divide, not closed it.” : r/Fauxmoi - Reddit
Confirms the July 23 release date and provides the full quote regarding her regret over silence and hope for unity.
Sydney Sweeney Doesn't Align with Jean Controversial Views - Vulture
Details the specific content of the ad video, the interpretation of genetic superiority based on her appearance, her refusal to discuss the controversy during earlier press tours, and her November GQ comments.