American Eagle Outfitters recently found itself at the center of a heated debate over its fall jean campaign featuring actress Sydney Sweeney. The ads, which promote the tagline “Sydney Sweeney has good jeans,” have sparked controversy online, especially from critics who focus on Sweeney’s appearance as a white woman with blonde hair and blue eyes.
In response to the backlash, American Eagle took to Instagram to clarify their intent. They stated, “‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story.” The company emphasized that they celebrate how everyone wears their jeans with confidence, asserting that “great jeans look good on everyone.”
The campaign has drawn both criticism and support. Some people online praised American Eagle for standing firm against what they call “cancel culture,” expressing gratitude that the company did not issue an apology. Others interpreted the ads as racially insensitive, with some claiming that the wordplay on “jeans” carries problematic connotations. An op-ed from MSNBC described the ads as part of a troubling trend towards “whiteness” in media, which the author found concerning.
In one of the ads, Sweeney humorously discusses genetics, saying, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.” This playful take on the concept of jeans and genetics was meant to be lighthearted but has been met with serious criticism.
Ashley Schapiro, an executive at American Eagle, defended the campaign in a LinkedIn post. She shared that during a pre-production meeting with Sweeney, they discussed how far they wanted to push the campaign’s boundaries. Sweeney reportedly responded enthusiastically, saying, “Let’s push it, I’m game.” Schapiro recalled their excitement to take on the challenge.
As the conversation continues, American Eagle remains committed to its message, standing by the campaign and its celebration of diversity in how people wear their jeans.
