Sydney Sweeney delivers a pointed response to detractors of her past American Eagle campaign in a fresh promotional video for the brand.
The clip opens with Sweeney posing a direct question to viewers: “What brand am I wearing?” Quick cuts showcase her modeling the company’s latest jean shorts. Referencing the uproar over last year’s “Sydney Sweeney Has Great Jeans” tagline—a play on “great genes”—she responds with a casual grin and shrug: “Yeah. That one.”
Background on the Controversy
Last summer, the ad sparked intense online debate. Critics accused it of evoking eugenics and white supremacy themes, with some likening it to extreme propaganda. Sweeney’s blonde appearance amplified the backlash.
Sweeney expresses surprise at the reaction. “I was honestly surprised by the reaction,” she states. “I did it because I love the jeans and love the brand. I don’t support the views some people chose to connect to the campaign.”
She adds, “Many have assigned motives and labels to me that just aren’t true.”
Brand’s Defense and Sweeney’s Stance
American Eagle stands firm, emphasizing the campaign celebrates personal style, confidence, and authenticity. “‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans,” the company declares. “Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
Sweeney reaffirms her values amid the criticism. “Anyone who knows me knows that I’m always trying to bring people together. I’m against hate and divisiveness,” she says. She explains her decision to speak out now: “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.”
“So, I hope this new year brings more focus on what connects us instead of what divides us,” she concludes.
Earlier Response and Campaign Success
Sweeney first tackled the issue months ago, noting her passion for denim. “I did a jean ad. I mean, the reaction definitely was a surprise, but I love jeans. All I wear are jeans. I’m literally in jeans and a T-shirt every day of my life,” she shares.
She maintains perspective: “I knew at the end of the day what that ad was for, and it was great jeans, it didn’t affect me one way or the other.” Sweeney emphasizes self-assurance: “I’ve always believed that I’m not here to tell people what to think. I know who I am. I know what I value. I know that I’m a kind person. I know that I love a lot, and I know that I’m just excited to see what happens next. And so I don’t really let other people define who I am.”
Despite early criticism, the campaign thrived. It drew massive attention, sold out jeans nationwide, attracted new customers, and heightened investor interest in a crowded market.
