American Eagle Responds to Backlash Over Sydney Sweeney “Great Jeans” Ad

After a social media storm erupted over its recent campaign featuring actress Sydney Sweeney, American Eagle has finally responded to the fierce criticism. The ad, which featured the tagline “Great Jeans,” was accused of being racially insensitive, with some critics going so far as to label it “Nazi propaganda.” The company has now issued a statement, asserting that the campaign was “exclusively and always about the jeans.”

The Controversy Explained

The ad campaign, titled “Sydney Sweeney Has Great Jeans,” played on a common pun, using the word “jeans” (the clothing) in a way that some viewers interpreted as a reference to “genes” (genetics). The visuals showed Sweeney, a fair-skinned, blonde-haired, and blue-eyed woman, adjusting her denim. In one video clip, she is seen crossing out the words “Great Genes” on a billboard and replacing it with “Great Jeans.”

This creative concept was met with significant backlash online. Critics argued that the phrase “great genes” has historical ties to concepts of eugenics and racial superiority, particularly in association with white supremacist ideologies. Many users felt that using this phrase in an ad with a blonde, blue-eyed woman was a subtle but dangerous promotion of a specific racial ideal. The ad was widely condemned on platforms like X (formerly Twitter) and TikTok, with some users even calling it “Nazi propaganda” due to its perceived ties to historical racial purity movements.

American Eagle’s Response

In response to the mounting pressure, American Eagle released a statement on its official Instagram account. The company wrote, “‘Sydney Sweeney Has Great Jeans’ was exclusively and always about the jeans. Her jeans. Her story.” The statement continued, “We will continue to celebrate how everyone wears their AE jeans with confidence, in their own way. Good jeans look good on everyone.”

The Debate Continues

The company’s explanation, however, has not entirely quelled the controversy. While some online users are defending the brand and dismissing the backlash as an “overreaction,” others believe that the company was tone-deaf and failed to consider the historical and social context of the language and imagery used. The incident has reignited a broader conversation about the fine line between creative marketing and social responsibility. As of now, Sydney Sweeney herself has not commented on the public discourse surrounding the ad.