Sydney Sweeney’s American Eagle Jeans Ad Sparks Controversy, But Delivers ROI Despite the backlash, Sydney Sweeney’s collaboration with American Eagle on a new denim campaign is proving to be a financial win for the brand.
The Hollywood starlet’s recent string of endorsements has raised eyebrows for their suggestive content, with some critics arguing that brands are exploiting her image and employing outdated marketing tactics.
Earlier this year, her partnership with Dr. Squatch to promote a soap playfully marketed as containing “her bathwater” generated intense buzz and sold out within minutes. This was followed by a somewhat provocative ad for HeyDude shoes, featuring Sweeney in a plunging swimsuit.
Now, her latest venture, the American Eagle campaign dubbed “Sydney Sweeney Has Great Jeans,” is trending again, but this time for all the wrong reasons, some say.
The ad has ignited fierce debate, with accusations ranging from pandering to the male gaze and racial insensitivity to even, according to some European outlets, containing veiled references to Nazi propaganda.
In one segment, Sweeney reclines on a sofa, struggling to button her jeans while stating, “Genes are passed down to offspring… My genes are blue.” A male voiceover then chimes in, “Sydney Sweeney has great jeans.”
The clip has drawn sharp criticism, with many taking issue with the implications of a blonde, blue-eyed woman touting “good genes,” drawing comparisons to eugenics-inspired beauty standards. The concern is that the imagery evokes antiquated and disturbing connotations, as pointed out in numerous TikTok discussions.
Adding a layer of irony, the campaign was purportedly created to support a charitable cause. American Eagle announced that a portion of the proceeds from the “Sydney Jean” collection would be donated to Crisis Text Line, a mental health and anti-domestic violence organization. While the philanthropic intention is commendable, many argue that the advertising’s sexualized lens and focus on Sweeney’s physique undermine the seriousness of the cause.
Conservative commentators, on the other hand, have lauded the ad on Fox News as a victory against “woke culture,” further fueling the controversy. Neither American Eagle nor Sweeney has directly addressed the criticism as of yet.
Regardless of the negative publicity, Sydney Sweeney is solidifying her position as a box-office draw unto herself. From soap and shoes to jeans, her commercials dominate the conversation and drive tangible sales boosts, making her one of the most influential celebrities in advertising today.
In 2024, her collaboration with Dr. Squatch on the “Bathwater Bliss” soap played a role in the brand’s acquisition by Unilever for a reported $1.5 billion. Her HeyDude ambassadorship helped stabilize the brand’s performance during a challenging period, resulting in a 7.2% increase in direct-to-consumer sales.
And now, the American Eagle partnership has broken records: The company’s stock price surged by 17% the day after the campaign launched, adding roughly $400 million to its market capitalization. Data suggest Sweeney has generated hundreds of millions of dollars in brand value across multiple industries. This “Sydney Sweeney Effect” demonstrates her unparalleled ability to generate buzz and move product.
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