American Eagle has fired back at critics following a mixed reaction to its recent advertising campaign featuring actress Sydney Sweeney.
The clothing brand’s latest “Great Jeans” campaign, which debuted this week, has sparked heated debate on social media — forcing the company to defend its message amid accusations of being “tone-deaf.”
The campaign’s central video features Sweeney walking confidently toward a billboard with the tagline “Sydney Sweeney Has Great Genes.”
In a playful twist, Sweeney crosses out “Genes” and replaces it with “Jeans,” emphasizing the focus on American Eagle’s denim. T
he ad continues with Sweeney explaining the difference between genetic traits and her blue jeans, a nod to the product’s color.
Despite the lighthearted approach, the campaign quickly drew criticism for its alleged racial undertones, according to Fox News.
Several social media users accused the ad of echoing a phrase historically linked to “celebrating whiteness,” “thinness,” and “attractiveness.” One user commented on Instagram that the campaign was “entirely tone-deaf,” adding that it seemed to reflect a lack of diversity or awareness within the company’s creative team.
Others were harsher, condemning the campaign as insensitive and inappropriate, with some comments controversially comparing it to “Nazi propaganda.” The backlash underscored how the phrase “great genes” can evoke controversial historical connotations, making the ad a lightning rod for debate.
American Eagle responded swiftly to the uproar, posting an official statement on Instagram to clarify the campaign’s intention. “’Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story,” the statement read. “We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
The brand doubled down on its original message, emphasizing that the campaign was meant to celebrate individual confidence and style rather than any racial or political statement. Fans of the company and the actress praised this response, applauding American Eagle for standing firm against what they viewed as “woke” backlash.
“Kudos to y’all for sticking to your guns!!” one supporter wrote, while another hailed American Eagle’s stance with a simple “LETS GOOOOOOO AE FOR THE WIN!!!!!” Several others urged the company to “keep making great denim” without bowing to political pressure.
Sydney Sweeney, known for her role in HBO’s “Euphoria,” has been at the center of this controversy, though the actress herself has not publicly commented on the backlash. The campaign’s concept hinges on a clever wordplay between “genes” and “jeans,” but in today’s charged cultural climate, even lighthearted messaging is often scrutinized through a wider lens.
Industry observers note that the incident highlights the challenge brands face when balancing creative expression with cultural sensitivity. While some viewers saw the ad as an innocuous fashion promotion, others viewed it through the context of America’s ongoing conversations about race, identity, and representation.
In a time when brands often walk a fine line between appealing to diverse audiences and avoiding controversy, American Eagle’s experience illustrates how advertising campaigns can quickly become flashpoints online.
The post American Eagle Pushes Back After Sydney Sweeney ‘Great Jeans’ Campaign Ignites Online Firestorm appeared first on Resist the Mainstream.
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Author: Anthony Gonzalez
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