American Eagle Launches Controversial Sydney Sweeney Denim Campaign

American Eagle's 2025 ad campaign featuring actress Sydney Sweeney, centered around the pun 'Sydney Sweeney has great jeans,' has sparked a divided public reaction. While the campaign is praised for its stylish denim looks and the introduction of the limited-edition 'Sydney Jean' that raises domestic violence awareness, some critics argue the ads carry supremacist undertones due to the focus on inherited traits, Sweeney's Eurocentric features, and the wordplay on 'genes' and 'jeans.' Sweeney, known for her evolving physique and bold marketing choices, including her role in the Christy Martin biopic, has been both celebrated and criticized for her public image. Supporters view the campaign as a refreshing return to using attractive, mainstream models without overt politicization, contributing to a significant financial boost for American Eagle. Meanwhile, detractors see the campaign as part of broader cultural conflicts around representation and political messaging in advertising. The campaign's success illustrates a tension in marketing between appealing to broad audiences and navigating contemporary social critiques.