 |
| Controversy Erupts: Sydney’s AE Campaign |
Sydney Sweeney, the 27-year-old star of Euphoria and The White Lotus, has become a household name not only for her acting skills, but also for her high-profile brand collaborations and occasional controversies. In 2025, Sweeney's partnership with American Eagle for the "Sydney Sweeney Has Great Jeans" campaign has sparked a significant debate, highlighting the complexities of celebrity endorsements, public image management, and the entertainment industry's changing trends. This article discusses the latest news surrounding Sydney Sweeney, her American Eagle ad controversy, the direction of her career, and the broader impact of celebrity marketing strategies, while also providing insights optimized for engagement and relevance.
Sydney Sweeney's American Eagle ad campaign: A storm of controversy
In July 2025, American Eagle launched its fall denim campaign featuring Sydney Sweeney, titled "Sydney Sweeney Has Great Jeans". The campaign, which aimed to celebrate the brand's iconic denim with a playful satire on "jeans" and "jeans", soon became the focus of criticism. These ads featured Sweeney in various denim looks—working on a Ford Mustang, auditioning for a campaign, or lying down provocatively—and received mixed reactions to their message and image. The
"Genes/Jeans" controversy
The campaign's tagline and a distinctive video, in which Sweeney says, "Genes are passed from parents to offspring, often determining traits such as hair color, personality, and even eye color. My jeans are blue," led to accusations of promoting eugenics. Critics, particularly on social media platforms, pointed to Sweeney's blonde hair and blue eyes, arguing that the focus on "great genes" echoed racially charged beauty standards and white supremacist ideologies. Some labeled the campaign "sound-deaf" and accused it of subtly endorsing genetic superiority, and compared it to historical eugenics movements.
American Eagle responded on social media on August 1, 2025, saying "Sydney Sweeney Has Great Jeans has always been about jeans. Her jeans. Her story. We will continue to celebrate how everyone wears their AE jeans with confidence, in their own way. Great jeans look good on everyone." However, the brand's initial silence and removal of some controversial videos from social media further fueled notions of reparations. Some users saw a subsequent ad featuring a black model as an afterthought.
Sexualization and the male gaze
In addition to the eugenics allegations, the campaign also faced criticism for its sexually suggestive tone, with some arguing that it promoted the "male gaze". Videos showing Sweeney lying down while zipping up jeans or jokingly saying "Hey, eyes up!" were seen as objectifying and trivializing women's experiences. Critics compared the campaign to Brooke Shields' controversial 1980 Calvin Klein ad, which also used provocative images and wording, raising questions about whether American Eagle intentionally courted controversy to gain attention.
Charitable angle
A less noticeable aspect of the campaign was its charitable aspect. American Eagle introduced "The Sydney Jean", a limited edition denim style co-designed by Sweeney that features a butterfly motif symbolizing domestic violence awareness—a cause close to Sweeney's heart. All proceeds from sales of the jean are donated to a nonprofit that provides 24/7 mental health support. However, many online critics said the campaign's erotic images undermined this meaningful message, highlighting a discrepancy between the ad's tone and its intended purpose.
Sydney Sweeney's public image: A polarizing figure
This is not the first time Sweeney has faced controversy. In 2022, she faced criticism after posting photos of her mother's 60th birthday party, where some guests wore hats that resembled MAGA (Make America Great Again) products. Sweeney quickly clarified on social media, "An innocent celebration of my mother's 60th birthday has been turned into an absurd political statement that we had no intention of making. Please stop making assumptions." Despite her apolitical stance, Sweeney's image has been adopted by some conservative commentators, who present her as an icon of traditional beauty in contrast to "woke" culture, further polarizing her public perception. The
"Hot Conservative Girl" Narrative
In 2025, Sweeney's association with conservative-leaning icons has become even more profound. Right-wing celebrities have defended the American Eagle campaign, dismissing critics as "left-wing lunatics" and describing the backlash as an "unbridled form of cancel culture." This narrative has established Sweeney as a cultural icon for some conservative audiences, even though her public commentary on politics has been limited. Her support for Black Lives Matter in early 2020 stands in contrast to these associations, reflecting the complexity of her public image.
Sweeney's non-response strategy
While Sweeney has avoided speaking directly on the American Eagle controversy, PR experts believe the move is in keeping with her brand's fearless and outspoken image. "She's not bowing to the crowd. That's going to make her image even stronger," said branding expert Eric Schiffer. Sweeney's silence and her continued activity on social media—such as posting about her manicures—indicate a deliberate strategy to weather the storm without succumbing to criticism. The
Power of Celebrity Endorsements: Sweeney's Marketing Magic
Sweeney's partnership with American Eagle is one of many high-profile endorsements that reflect her status as a popular brand ambassador. In 2025, she fronted campaigns for Laneige, Hayude, Samsung, Baskin Robbins and Dr. Squatch, where her "Sydney's Bathwater Bliss" soap sold out in minutes. Her ability to drive sales and attract attention is undeniable—despite the backlash, American Eagle's shares rose 4-18% after the campaign launched.
Why Sweeney resonates
According to Craig Brommers, American Eagle's chief marketing officer, Sweeney's appeal lies in her blend of "girl-next-door charm" and daring, self-aware charisma. Her willingness to embrace provocative campaigns, such as Dr. Squatch soap or American Eagle ads, reflects a modern celebrity marketing strategy that attracts attention in a crowded digital landscape. "The nature of ads is one of the few ways companies can stand out from the noise today," said marketing expert Alan Adamson.
Risks of overexposure
Despite her success, some industry experts question whether Sweeney risks overexposure. "At what point do you become the face of too many things? Eventually there will be a point when there will be too much publicity," said Priya Rao, executive editor of a fashion publication. However, Sweeney's strategic decisions—partnering with high-performing brands like Laneige and Dr. Squatch (which Unilever will acquire for $1.5 billion in 2024)—show that she is thoughtfully running her ads to maximize impact. The
wider impact: celebrity controversies and brand strategies
The American Eagle controversy underscores a broader trend in the entertainment and fashion industries, where celebrity endorsements can both enhance and threaten a brand's image.
Moving away from inclusive advertising
Some critics see the Sweeney campaign as part of a move away from inclusive, diverse advertising, which peaked after 2020. Sweeney's focus on traditional beauty standards and the campaign's perceived lack of diversity have fueled debate over whether brands are retreating from DEI (diversity, equity, and inclusion) initiatives, especially in light of political changes coming in 2025.
The double-edged sword of controversy
Although the response made headlines, it also boosted Sweeney's popularity. Marketing professor Melissa Murphy suggested expanding the campaign to include more diverse models to mitigate the criticism, but some argue that the controversy itself is a victory. Allen Adamson said, "If you try to follow all the rules, you'll make a lot of people happy, but you'll fail. The rocket won't fly." The campaign's cultural impact, fueled by debates on social media, has kept American Eagle and Sweeney in the spotlight, proving that even negative attention can raise brand awareness.
Lessons for public relations
The controversy offers important lessons for celebrity image management and brand PR:
- Intent versus impact: American Eagle's intent to create a humorous satire was overshadowed by its historical connotations, and the need for cultural sensitivity in the message was underscored.
- Crisis management: The brand's delayed response and perceived inauthentic follow-up (e.g., featuring a black model) exacerbated the criticism. Quick, transparent communication is key.
- Leveraging controversy: Sweeney's non-response and the buzz surrounding the campaign show that controversy can be a strategic tool, provided it aligns with the brand's identity and values.
Sydney Sweeney's Career and Style: A Rising Star
Despite the controversies, Sweeney's career continues to move forward. In 2025, she starred in Echo Valley with Julianne Moore and will appear in Americana with Halsey, The Housemaid with Amanda Seyfried, and a biopic of boxer Christy Martin. Her performances in Reality and Immaculate have received critical acclaim, establishing her as a versatile actress.
Sydney Sweeney's Fashion Influence
Sweeney's style—often a mix of bold, glamorous looks and effortless, all-American vibes—has made her a fashion icon. Her American Eagle campaign, designed by her long-term collaborator Molly Dixon, included slouchy jeans, denim jackets, and a tank top that combined retro sexiness with modern flair. Behind the scenes, her red carpet appearances like the Echo Valley premiere reflect a sophisticated yet effortless aesthetic, further increasing her appeal to fashion brands.
Social media and fan engagement
Sweeney's social media presence is a major reason for her influence. With millions of followers, she captivates fans with behind-the-scenes glimpses like her manicure posts, and also deals with controversy calmly. Her ability to stay authentic—whether it's joking about her "bathwater" soap or embracing her American Eagle role—connects with a younger audience, making her a powerful brand ally.
The future of celebrity brand collaborations
The Sydney Sweeney-American Eagle anecdote reflects broader trends in the entertainment industry, where celebrities are becoming increasingly important in brand marketing but face heightened scrutiny in the age of social media. As brands like American Eagle push boundaries to stand out, they must strike a balance between creativity and cultural awareness to avoid alienating audiences. For Sweeney, her ability to thrive amid controversy reflects her resilience and strategic approach to fame.
Sweeney's Next Move: How Controversy Fuels a Star's Rise
As Sweeney continues to dominate Hollywood and the fashion world, her next steps are likely to involve more high-profile roles and endorsements. Her upcoming projects and potential responses to the American Eagle controversy will only strengthen her public image. Whether she emphasizes her "controversial" image or pivots to more inclusive campaigns, Sweeney's star power ensures she will remain a focus of cultural discussions.
Tips for brands and celebrities
- Cultural sensitivity: Test campaign messaging with diverse focus groups to avoid unintended meanings.
- Authenticity: Align ads with a celebrity’s values and public persona to maintain credibility.
- Proactive public relations: Address controversies quickly with clear, empathetic communication to minimize backlash.
- Diversity: Incorporate diverse representation into campaigns to reflect modern audiences and avoid exclusionary narratives.
Sweeney's Style and Struggles: A Celebrity Endorsement's Uproar
Sydney Sweeney’s 2025 year has been filled with triumphs and controversies, with the American Eagle campaign offering an example of the ups and downs of celebrity endorsements. From accusations of eugenics to debates over male chauvinism, the campaign has sparked a widespread discussion about beauty standards, inclusivity, and the power of celebrity influence. Sweeney faces these challenges with aplomb, her career and style continue to captivate audiences, proving that despite the uproar, she remains a powerful force in the entertainment and fashion worlds. Stay tuned for further updates on Sweeney's journey and the emerging landscape of celebrity brand collaborations.
Comments
Post a Comment