The Sydney Sweeney jeans ad by American Eagle has become one of the most talked-about fashion campaigns of 2025. Starring Hollywood actress Sydney Sweeney, the ad was meant to promote denim with a playful word-pun, but it quickly stirred controversy online. Here’s a detailed breakdown of the ad, the public reaction, and how the brand responded.
What Is the Sydney Sweeney Jeans Ad?
American Eagle launched its new denim campaign in mid-2025 titled “Sydney Sweeney Has Great Jeans.”
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The video features Sydney Sweeney explaining the difference between “genes” and “jeans.”
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A voiceover and text describe how genes are inherited traits like hair color or eye color, before switching to the line: “My jeans are blue.”
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The word “genes” is visibly crossed out and replaced with “jeans.”
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To highlight the collaboration, American Eagle also released The Sydney Jean, a limited-edition pair with butterfly embroidery. Proceeds support Crisis Text Line, a nonprofit mental health support service.
The ad aimed to position Sweeney as a symbol of confidence, youth, and style while spotlighting American Eagle’s denim.
Why Did the Sydney Sweeney Jeans Ad Face Backlash?
While the campaign was designed as light-hearted wordplay, critics online argued that the emphasis on Sweeney’s blonde hair, blue eyes, and the “genes” theme echoed problematic associations with eugenics and outdated beauty standards.
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Many social media users felt the messaging was tone-deaf in today’s cultural climate.
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Some criticised the campaign’s lack of diversity in its creative execution.
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Others defended the ad, saying the controversy was overblown and that it was clearly about denim, not genetics.
This mix of reactions turned the commercial into a viral talking point across TikTok, Instagram, and Twitter/X.
Key Takeaways
- The Sydney Sweeney jeans ad was meant to be playful but drew unexpected backlash.
- The controversy highlights the sensitivity of advertising language in 2025.
- American Eagle’s quick response and connection to a mental health charity helped maintain credibility.
- For Sydney Sweeney, the campaign further cements her place as a Gen Z fashion icon, while American Eagle continues to push creative boundaries in the denim market.
American Eagle’s Official Response
American Eagle addressed the criticism directly:
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The brand clarified that the message was about jeans, not genes, emphasizing inclusivity with the tagline: “Her jeans. Her story.”
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They reiterated that great jeans are for everyone, regardless of background, identity, or body type.
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By linking the collaboration with a charitable cause, the company also reinforced its commitment to social good.
The fashion retailer doubled down on the campaign’s positive intent while distancing itself from any unintended connotations.