American Eagle responds to criticism of Sydney Sweeney jeans campaign
American Eagle has defended Sydney Sweeney's denim advertising campaign with the company after it was hit with a backlash online.
American Eagle has defended Sydney Sweeney amid online criticism of the star's advertising campaign with the company.
The retailer revealed a series of adverts with the Euphoria actress with the tagline 'Sydney Sweeney has great jeans' last week but the pun was met with a fierce backlash on social media as the phrase "great genes" has a historical association with eugenicists - who claim that humanity can be improved genetically through selective breeding.
American Eagle wrote in a Instagram post on Friday (01.08.25): "'Sydney Sweeney Has Great Jeans' is and always was 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."
Sydney explained how she was "freaking out" when she was approached to star in the campaign - which saw the company's stock surge by 10 per cent - as she has long been a fan of American Eagle's jeans.
The 27-year-old star told People: "I was freaking out because I was like, 'This is perfect', and I was so excited.
"When they were like, 'We want it to be a denim campaign', I was through the roof. I was like, 'This is it. This is Syd. I will be able to bring this to life. You have no idea.'"
Sydney declared that she feels "confident and comfortable" in the brand's denim.
The Echo Valley star said in a statement: "There is something so effortless about American Eagle - it's the perfect balance of being put-together but still feeling like yourself.
"Their commitment to creating pieces that make you feel confident and comfortable in your own skin is something that resonates with me.
"It's rare to find a brand that grows with you, the way American Eagle has for generations. They have literally been there with me through every version of myself."
American Eagle's chief marketing officer Craig Brommers said that signing up Sweeney was hugely significant for the company because the actress is the "It girl of the moment".
He told WWD: "I think this is potentially one of the biggest gets in American Eagle history.
"Sydney Sweeney is the It girl of the moment, and she is helping us create the It jeans campaign of the season. Sydney really encapsulates American Eagle.
"She is the girl who can play the red carpet but she's also the girl next door, and that duality really defines Gen Z and Millennials."
