American Eagle is standing firm, saying it won’t apologize for its viral Sydney Sweeney ad campaign: “Great jeans look good on everyone.” Read more here

American Eagle is standing firm, saying it won’t apologize for its viral Sydney Sweeney ad campaign: “Great jeans look good on everyone.” Read more here

The internet is buzzing with lots of thoughts and emotions on the newest campaign launched by retailer American Eagle featuring actress Sydney Sweeney. While there are definitely some consumers who love the campaign, the backlash from the campaign is what is dominating the narrative.

There are several complaints with the campaign. Some consumers are troubled that an ad marketing women’s jeans has a sexual tone that seems to be targeted for the “straight male gaze.” Another issue is that there seems to be a disconnect between the cause the brand is connecting to. A butterfly motif appears on the back pocket of “The Sydney Jean” representing domestic violence awareness, a cause Sweeney is passionate about.

In addition, 100% of the proceeds of “The Sydney Jean” will be donated to Crisis Text Line, a non-profit offering 24-hour mental health support to anyone who needs it. However, the sexual nature of the ads in the campaign appear at odds with the community the brand is aiming to align with and support.

Yet, the biggest controversy of the campaign comes from messaging many are touting as being rooted in White supremacy.

The text of the primary add includes a play on the words genes and jeans, which for many feels like it is a lot more than just selling jeans. The text of the voiceover says, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My genes are blue.”

The visual for the ad is a pan over of Sweeney wearing only blue jeans and flashing her blue eyes at the end.