Sydney Sweeney is back with a new American Eagle campaign following the backlash she faced over the brand’s controversial “great jeans” rollout.
For the latest drop, the SYRN founder showcased a range of summer-ready looks. One outfit featured a denim-on-denim set, with a long-sleeve jean shirt tied at the waist paired with matching shorts. In another, she wore a white off-the-shoulder textured button-up styled with shorts, while a separate look included a blue knitted top teamed with classic denim cutoffs.
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Sydney Sweeney Is Back With Another American Eagle Campaign
She kept her signature short bob styled in soft, beachy waves. In a video shared to her Instagram, Sweeney playfully asked, “What brand am I wearing?” before answering herself with, “Yeah. That one.”
While her previous campaign sparked criticism from some who claimed it promoted eugenics, this time many fans rushed to defend her in the comments.
“She’s got good jeans,” one user joked. Someone else added, “Gonna trigger a bunch of jealous people.” Another commenter wrote, “Glad to see AE didn’t bend the knee to the haters. You look fabulous, Sydney!” One fan chimed in, “Anyone that says she’s not gorgeous is either jealous or lying.”
A different user asked, “Is the world gonna throw a fit this time around?” while another noted, “That's called doubling down. And it's great.” One more added, “I'm glad AE stuck with her and didn't bow to the nonsense.”
Sydney Sweeney Addresses Her 'Great Jeans' Campaign
The 2025 American Eagle “Great Jeans” campaign starring the Euphoria actress quickly stirred controversy due to its wordplay on “jeans” and “genes,” which some critics interpreted as a nod to eugenics or a subtle white supremacist message. The campaign, which prominently featured the blonde, blue-eyed actress, drew backlash for appearing to celebrate a narrow, traditionally white beauty standard.
In one of the campaign videos, the 28-year-old says, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color… My jeans are blue,” further leaning into the pun. Critics across social media took issue with the phrasing, arguing it echoed themes tied to genetic “superiority.”
The slogan “Sydney Sweeney Has Great Jeans” became a focal point of the backlash, with many pointing out the double meaning as problematic.
In response, American Eagle defended the campaign, stating that “‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story.”
Sweeney later addressed the controversy herself in a December 2025 interview, making her position clear.
“I’m against hate and divisiveness,” she said, adding that her intention is to “bring people together.” She also emphasized, “I don’t support the views some people chose to connect to the campaign. Many have assigned motives and labels to me that just aren’t true.”
