Photo Credit: American Eagle
American Eagle is speaking out following online controversy surrounding its recent ad campaign featuring actress Sydney Sweeney.
The brand released a statement on Thursday addressing backlash over its “Great Jeans” campaign, in which Sweeney poses in a pair of denim jeans with the tagline: “Great Jeans.” The wordplay, viewed by some as a nod to Sweeney’s curvy figure, sparked immediate pushback on social media, where critics labeled the campaign as “tone-deaf,” “sexist,” and “objectifying.”
American Eagle’s Official Response
In a statement to Page Six Style, American Eagle said:
“Our brand celebrates inclusion, individuality and self-expression, and the new Back-to-School campaign is intended to highlight Sydney Sweeney’s fun, confident personality and her longtime connection to the brand.”
The company emphasized its “longstanding partnership” with Sweeney, who has appeared in multiple AE campaigns since 2022, and praised her for bringing “confidence and authenticity” to the project.
The Social Media Firestorm
Almost immediately after the campaign launched, critics took to X (formerly Twitter) and Reddit, with many calling out the apparent sexual innuendo of the “Great Jeans” slogan. While some fans defended the ad as playful and empowering, others argued it reduced Sweeney to a body type, rather than focusing on her acting talents or professional achievements.
A Reddit thread in r/Fauxmoi quickly gained traction, with one user writing, “She’s a serious actress — this ad sets her back.” Others claimed the brand “knew exactly what it was doing” by exploiting Sweeney’s image.
Some users even pointed out that the photo used in the campaign had been edited to emphasize Sweeney’s figure, adding to the accusations of objectification.
Sweeney’s Subtle Clapback?
Although Sweeney herself has not issued a direct statement, fans are speculating she may have responded subtly through Instagram. On Thursday night, she posted an uncaptioned photo to her Instagram Stories showing a behind-the-scenes shot from the campaign — standing tall, smiling, and clearly unbothered. Some took the post as a signal that she’s standing by the campaign, regardless of the criticism.
Industry Experts Weigh In
Marketing experts are divided. Some say American Eagle miscalculated, especially in today’s more socially conscious climate. Others believe the ad achieved exactly what it was designed to do: go viral.
“Sweeney’s brand is a mix of bombshell glam and girl-next-door authenticity,” said one PR consultant in a Reddit AMA. “This ad walks a fine line, and that’s why it’s getting attention.”
The Bottom Line
Whether intentional or not, American Eagle’s latest campaign has sparked a larger conversation about how women — especially young actresses — are portrayed in fashion and advertising.
Sydney Sweeney, 27, continues to rise in Hollywood with starring roles in Euphoria, Anyone But You, and the upcoming Barbarella reboot. While the backlash may have stirred controversy, it’s clear her presence — and public image — remains powerful enough to drive headlines, both in fashion and beyond.