American Eagle Faces Backlash Over “Great Jeans” Ad

Intermediate | August 2, 2025

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American Eagle Ad Controversy: The Controversy Unfolds

Wordplay and Accusations

American Eagle launched its largest fall ad campaign on July 23, 2025, featuring actress Sydney Sweeney. This campaign quickly ignited significant controversy. The brand uses a slogan, “Sydney Sweeney Has Great Jeans,” which intentionally plays on the words “jeans” (the clothing) and “genes” (genetics). Some now-removed videos showed Sweeney explaining that “genes are passed down from parents to offspring” before stating, “My jeans are blue.” This wordplay, combined with Sweeney’s appearance, led critics to accuse the campaign of evoking eugenics and promoting white supremacy, even comparing it to “fascist propaganda.” This sparked what many now refer to as the American Eagle Ad Controversy.

Star Power and Financial Goals

Sydney Sweeney, famous for her roles in White Lotus and Euphoria, leads the campaign. American Eagle aimed to use her “girl next door charm” and “main character energy” to connect with consumers. This campaign is critical for the company, following a challenging first quarter in 2025. During that period, American Eagle reported a \$75 million write-down and an adjusted operating loss of \$68 million. Despite the controversy, the campaign’s launch contributed to an 18% stock jump for the company, and American Eagle placed ads on platforms like the Las Vegas Sphere and Times Square 3D billboards. The campaign also includes a philanthropic element, launching “The Sydney Jean,” a limited-edition product supporting Crisis Text Line with net proceeds.

Brand Response and Public Reaction

American Eagle’s Defense

American Eagle has strongly defended its campaign. The company stated that “‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story.” They also emphasized their commitment to celebrating how “everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.” However, critics also pointed to a reported clip zooming in on Sweeney’s body and raised concerns about the campaign’s perceived lack of diversity, suggesting a shift from American Eagle’s previous inclusive branding.

Social Media and Political Echoes

The “Sydney Sweeney Has Great Jeans” campaign has sparked extensive debate across social media platforms like TikTok, X, and Instagram, generating millions of views. Some TikTok users found the ad “out of touch” or believed the brand intentionally created drama. Political figures have also commented; US Senator Ted Cruz and former President Trump’s White House communications manager, Steven Cheung, called the backlash “moronic” and “cancel culture run amok.” American Eagle has reportedly removed some controversial videos where Sweeney explicitly mentioned “genes” from its social media channels, further fueling the American Eagle Ad Controversy.

Vocabulary

ignited (verb): Started or caused a strong reaction.
- Example: “The new policy ignited a passionate debate among citizens.”
controversy (noun): A prolonged public disagreement or heated discussion.
- Example: “The building project caused much controversy in the small town.”
slogan (noun): A short, memorable motto or phrase used in advertising or politics.
- Example: “Just Do It” is a famous slogan for Nike.
homonym (noun): Each of two or more words having the same spelling or pronunciation but different meanings and origins.
- Example: “The words ‘flower’ and ‘flour’ are homonyms.”
eugenics (noun): A set of beliefs and practices aiming to improve the genetic quality of a human population, historically associated with discriminatory and harmful practices.
- Example: “Historically, the concept of eugenics led to forced sterilizations.”
philanthropic (adjective): Relating to the desire to promote the welfare of others, especially by donating money to good causes.
- Example: “The billionaire made a large philanthropic donation to the hospital.”
net proceeds (noun): The total amount of money received from a sale or event after all expenses have been deducted.
- Example: “The concert’s net proceeds went directly to the animal shelter.”
emphasized (verb): Gave special importance to something.
- Example: “She emphasized the need for safety during the presentation.”
inclusive (adjective): Including all types of people, things, or ideas.
- Example: “The school prides itself on having an inclusive environment for all students.”
backlash (noun): A strong negative reaction by a large number of people.
- Example: “The new environmental laws faced a strong backlash from industry leaders.”

Discussion Questions (About the Article)

What is the main controversy surrounding the American Eagle Ad Controversy?
How did American Eagle respond to the accusations, and what did they say the campaign was truly about?
Besides the wordplay, what other criticisms did the campaign receive?
How did the campaign’s launch affect American Eagle’s stock?
What actions did American Eagle take regarding some of the controversial content?

Discussion Questions (About the Topic)

Do you think brands should be more careful with wordplay in their advertising? Why or why not?
How important is diversity in advertising campaigns today?
Can social media reactions significantly influence a brand’s reputation? Provide an example.
What role do celebrities play in advertising campaigns, and what risks are involved?
When does “cancel culture” go too far, or is it always valid public accountability?

Related Idiom

To hit a nerve

Meaning: To unintentionally or intentionally say or do something that strongly affects someone, often in a sensitive way.
Example: “The ad campaign about genetics really hit a nerve with many people, sparking a huge debate.”

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This article was inspired by: NBC News, August 1, 2025.

SEO Details:

Focus Keyphrase: American Eagle Ad Controversy
SEO Title: American Eagle Ad Controversy: ‘Great Jeans’ Ad Sparks Debate and Backlash
Slug: american-eagle-great-jeans-ad-controversy
Meta Description: The American Eagle Ad Controversy centers on Sydney Sweeney’s ‘Great Jeans’ campaign and its ‘jeans’ vs. ‘genes’ wordplay. Learn why the brand faces backlash.
Tags: American Eagle, Sydney Sweeney, American Eagle Ad Controversy, ad campaign, controversy, eugenics, marketing, fashion, cancel culture