American Eagle jeans launch sees Sydney Sweeney in spotlight amid controversy
American Eagle Sparks Online Storm with Sydney Sweeney Campaign
In a move that ignited a digital blaze, American Eagle’s latest advertising poster featuring Sydney Sweeney cost the brand a swift row of backlash.
Tagline Tangles with Racial Rumors
Some netizens seized on the copy “Sydney Sweeney has great jeans” as a subtle nod to racial undertones, pointing to the actress’s blue eyes and blonde hair. Others fretted that the slogan played on inherited genes, a phrase touted in a video where Sweeney stood in denim and played up her own “blue genes.”
Social Media Specter of White Supremacy and Eugenics
The controversy surged to the level of “white supremacy” and “eugenics” accusations. Several comments decried the campaign as “sterile” or deemed the campaign “regression.” Yet it also attracted supporters who raved with statements such as “woke is broke” and “culture shift” in defense of the brand.
Conservative Sentiment from Senator Ted Cruz
Rebekah Cruz, a Republican from Texas, posted a photo of Sweeney on X, remarking “Wow. Now the crazy Left has come out against beautiful women. I’m sure that will poll well.” The outcry, however, has not yet triggered a response from the actress or from American Eagle.
American Eagle’s Take on the Campaign
American Eagle, having launched the print last week, clarified that the campaign showcases Sweeney’s “girl next door charm” and her willingness to keep the tone ‟bold, playful.” The company intends the partnership to elevate its status as Gen Z’s leading jeans brand.
Limited-Run “Sydney Jean” and Butterfly Motif
AE also introduced a limited edition “Sydney Jean,” retailing at $79.95. The back pocket bears a butterfly motif that symbolizes domestic violence awareness. Proceeds channel to Crisis Text Line, a mental‑health nonprofit. AE, founded in 1977, reiterated the charitable purpose.
Washington Post Critique of the Image Era
Rachel Tashjian of the Washington Post wrote that whether the ad carries racial undertones remains ambiguous, but “it is part of a wave of imagery of influencers, pop stars and musicians that feels tethered to the values of another time.” She observed that for the past five or six years, fashion and pop culture seemed a popular body‑positivity project. “Now we’re being fed a lot of images of thinness, whiteness and unapologetic wealth porn,” Tashjian commented.
