American Eagle Issues Apology Amid Sydney Sweeney Campaign Backlash

American Eagle's recent denim campaign featuring actress Sydney Sweeney sparked both commercial success and cultural controversy due to its play on the words "genes" and "jeans," which some critics argued reinforced exclusionary beauty standards. The campaign included slogans like "Genes are passed down... My jeans are blue," and faced backlash for its association with Sweeney's blue eyes and blonde hair, which some viewed as tone-deaf in today's sensitive cultural climate. In response to criticism, the company quietly replaced some visuals with more inclusive imagery but did not issue a formal public statement. A viral, satirical apology attributed to American Eagle circulated online, referencing Sweeney's appearance in a way that further fueled debate, though the company has not confirmed its authenticity. Despite the controversy, the campaign drove strong sales, with the "Sydney Jean" product selling out quickly and a 10–18% boost in stock value, with proceeds supporting the Crisis Text Line's mental health and domestic violence services. Internal polls suggested that most customers viewed the ad positively, highlighting a divide between social media reactions and broader consumer sentiment.