American Eagle Claims Sydney Sweeney’s Campaign Focuses Solely on Jeans
American Eagle, a popular U.S. fashion retailer, has found itself in the midst of controversy regarding a recent advertising campaign featuring actress Sydney Sweeney. Critics allege that the campaign has unpleasant racial undertones.
In the campaign, Sweeney, known for her roles in “White Lotus” and “Euphoria,” models American Eagle’s denim jacket and wide-leg jeans. The tagline “Sydney Sweeney has great jeans” accompanies a cheeky video where the actress replaces “genes” with “jeans.” However, it’s a particular video that drew significant backlash: in it, Sweeney, who is white with blonde hair and blue eyes, explains, “Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour. My jeans are blue.”
Controversy Surrounding the Denim Campaign
The campaign triggered swift criticism online, with many commenting that it carries implications of white supremacy and echoes Nazi propaganda. Some even stated it resembled “Subtle 1930s Germany.” Additional concerns were raised about how Sweeney’s body was portrayed, especially focusing on her chest and figure.
In response to the backlash, American Eagle issued a statement via Instagram on August 1, asserting that the campaign “is and always was about the jeans.” They emphasized their commitment to celebrating how everyone wears their AE jeans with confidence and stated, “Great jeans look good on everyone.”
Launching the Campaign
American Eagle kicked off the campaign in July, showcasing it on 3D billboards across the United States and on social media. The company aimed to capture a “cheeky energy,” highlighting Sweeney’s “girl next door charm and main character energy” as key elements contributing to a “bold, playful campaign.”
Regarding the choice of Sweeney as the face of the campaign, Jennifer Foyle, president and executive creative director at AE & Aerie, stated, “With Sydney Sweeney front and center, she brings the allure, and we add the flawless wardrobe for the winning combo of ease, attitude, and a little mischief.”
With such a strong reaction to the “great jeans” campaign, how do you think brands should approach controversial topics in their advertising strategies?
