American Eagle Defends Sydney Sweeney Ad Campaign Amid Racism Accusations

American Eagle Outfitters defended its ad campaign featuring Sydney Sweeney, saying it's about celebrating how people wear jeans with confidence. The campaign sparked debate online about racist undertones, with some critics comparing it to eugenics. Despite criticism, American Eagle's shares rose initially, but data shows no immediate impact on sales. Analysts are closely watching spending during the back-to-school season, with some shoppers potentially opting for competitors.

American Eagle Outfitters has been embroiled in a public relations storm following the launch of its ad campaign featuring actress Sydney Sweeney. The campaign, which features Sweeney promoting her denim jeans, has sparked controversy due to perceived racist undertones and comparisons to eugenics. Despite the backlash, American Eagle has maintained that the campaign is solely focused on celebrating the confidence with which people wear jeans.

The ad campaign, which launched on July 23, features Sweeney in a series of videos where she discusses the concept of genes and their role in determining physical traits. In one video, she states, "Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color." The campaign's tagline, "Sydney Sweeney Has Great Jeans," has been a subject of debate, with some critics interpreting it as an endorsement of eugenics. American Eagle has since clarified that the campaign is about the jeans and how people wear them with confidence [1].

The company's shares initially rose following the campaign's launch, indicating investor interest. However, data from Bloomberg Second Measure, which tracks debit and credit card transactions from US consumers, has not shown any immediate impact on sales at American Eagle [2]. Analysts are closely watching spending at the retailer during the important back-to-school season, with some shoppers potentially opting for competitors like Levi Strauss & Co., Abercrombie & Fitch Co., or Gap Inc. [2].

American Eagle's Chief Marketing Officer, Craig Brommers, has stated that the campaign is a part of a broader strategy to drive cultural relevance among the brand's key Gen Z demographic. The retailer has also partnered with Sweeney's personal stylist, Molly Dickson, for the campaign, which includes a denim style called the "Sydney Jean" [3]. The style is embroidered with a butterfly on the back pocket to highlight domestic violence awareness, with 100 percent of proceeds going towards the Crisis Text Line.

While the campaign has faced criticism, it has also generated significant attention for the retailer. Rebecca Rom-Frank, a senior marketing strategist at insights firm WGSN, noted that there is a consumer hunger for more risqué, bold campaigns, especially after a period of risk-averse marketing [4].

American Eagle's response to the backlash has been to reaffirm its commitment to celebrating how everyone wears their jeans with confidence. The company has stated that "Her jeans. Her story. We'll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone" [1].

References:

[1] https://www.usatoday.com/story/entertainment/celebrities/2025/08/01/sydney-sweeney-american-eagle-statement-jeans-ad-drama/85480789007/

[2] https://www.bloomberg.com/news/articles/2025-08-01/american-eagle-says-sweeney-ad-campaign-is-only-about-jeans

[3] https://www.nbcnews.com/pop-culture/pop-culture-news/american-eagle-responds-sydney-sweeney-jeans-ad-backlash-rcna222560

[4] https://www.businessoffashion.com/articles/marketing-pr/marketing-magic-sydney-sweeney-american-eagle-campaign/