American Eagle Defends Sydney Sweeney’s ‘Great Jeans’ Ad Amid Controversy
American Eagle defends Sydney Sweeney’s “great jeans” ad after backlash, clarifying the message and highlighting the campaign’s charitable purpose.
American Eagle is standing behind Sydney Sweeney after her “great jeans” campaign sparked controversy online.
In a new statement, the brand clarified the message behind the ad, which featured Sweeney in head-to-toe denim with the caption: “I have great jeans… now you can too.”
“‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans,” American Eagle stated. “Her jeans. Her story.”
The company continued, “We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
The ad, meant as a cheeky pun on “genes,” drew criticism from some social media users who accused it of echoing racial superiority language. One viral TikTok called the phrase “Nazi propaganda,” citing historic misuse of genetics to promote harmful ideologies.
Others defended the campaign, saying the wordplay was harmless and taken out of context. In response, American Eagle shared more campaign images featuring a diverse cast, including a Black model in similar denim looks, reinforcing the campaign’s inclusive intent.
Despite the controversy, the campaign had a business boost — AE’s stock jumped 18% after it dropped.
Sweeney hasn’t addressed the backlash publicly, though stars like Lizzo and Doja Cat mocked the ad with their own satirical takes.
What many missed in the debate: the campaign’s proceeds go to Crisis Text Line, a nonprofit providing 24/7 mental health support.
