American Eagle Responds to Online Backlash
American Eagle has recently addressed the controversy surrounding its viral marketing campaign featuring actress Sydney Sweeney. The campaign has sparked extensive online discussions centered around a play on words involving “jeans” and “genes,” drawing attention from figures as prominent as the White House and late-night host Stephen Colbert.
Clarifying the Message
On Instagram, American Eagle reinforced their message with a post stating, “Sydney Sweeney Has Great Jeans is and always has been about the jeans. 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.”
The Controversial Clip
The campaign came under scrutiny due to a video clip of Sweeney where she states, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.” This statement ignited a heated debate, with critics questioning whether the ad was merely a lighthearted pun or if it carried deeper, troubling implications.
Allegations and Reactions
Critics took to social media to analyze Sweeney’s appearance—she has blonde hair and blue eyes—and some argued that the advertisement promotes eugenics or a subtle reference to Nazi ideology. One TikTok user claimed, “It is one of the loudest and most obvious racialized dog whistles we’ve seen and heard in a while,” gaining traction with her videos on the subject.
Conversely, numerous users dismissed the outrage as exaggerated sensitivity from a generation overly engaged in online discourse. One user highlighted the fatigue of the situation, commenting, “The hate is exhausting” and suggesting that the criticism stems from Sweeney’s race and appearance.
Sweeney’s Ongoing Success
Amid the controversy, Sweeney has continued to thrive in her acting career. Known for her breakout role in the series *Euphoria*, she has also starred in *The White Lotus*, *Anyone But You*, *Madame Web*, and *Eden*. Her performances in *Reality* and *Immaculate* have received critical acclaim, and she recently appeared with Julianne Moore in *Echo Valley*. Upcoming projects include roles in *Americana*, *The Housemaid*, and as boxer Christy Martin.
Brand Collaborations
In addition to acting, Sweeney has been busy securing brand partnerships, some of which, like the American Eagle campaign, have attracted controversy. Earlier this year, she promoted a unique product involving her bathwater for Dr. Squatch and has ongoing partnerships with companies such as Armani Beauty, Miu Miu, and Ford. Reports indicate she is launching a lingerie line with backing from Jeff Bezos and Lauren Sánchez. Following the backlash from the American Eagle campaign, Baskin-Robbins, another of her brand partners, has disabled comments on TikTok posts featuring Sweeney.
