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As one of Hollywood’s most famous names, Sydney Sweeney has steadily climbed the ladder of show business. From acting to producing, the Echo Valley star has appeared in various brand campaigns, such as a tongue-in-cheek Dr. Squatch bathwater soap. But her 2025 ad with American Eagle sparked widespread backlash. Social media users quickly criticized the denim brand for Sydney’s ad, but why?

Below, Hollywood Life unpacks the criticism surrounding the American Eagle ad featuring Sydney.

What Is in the Sydney Sweeney American Eagle Jeans Commercial?

Over the summer of 2025, Sydney appeared in a variety of clips with American Eagle, but the campaign’s message was one simple phrase: “Sydney Sweeney has great jeans.” In one video, Sydney was seen walking into what appeared to be an AE audition room, and she slated as a “local hire.”

“Hi, I’m Sydney Sweeney, and I’m from Spokane, Washington,” the Euphoria actress says in the clip, adding that she’s available to work as a “local hire.”

In other clips, the brand repeats its “Sydney Sweeney has great jeans” slogan.

Why Is the Sydney Sweeney American Eagle Ad Sparking Backlash?

The ad came under fire by social media users for a few reasons. One of the main criticisms was that the word “jeans” was seemingly interchangeably used for the term “genes,” as if to say the Immaculate actress “has great genes.” Many claimed this has a racial undertone since Sydney is white.

Another common note is that the ad appeared to cater to the male gaze even though the advertised jeans are for women.

Others have also expressed frustration that Sydney attended Jeff Bezos and Lauren Sanchez‘s lavish wedding in Italy.

@americaneagle

Master of tension. And engines. Grab Syd’s jeans before they’re gone.

♬ original sound – American Eagle

Social Media Reactions to the Sydney Sweeney American Eagle Campaign

Countless Instagram users flooded the comments sections of AE’s videos. One person wrote, “This is what happens when you have no ppl of color in a room [sic]. Particularly in a time like this. This ad campaign got so caught up in this ‘clever’ play on words and this stunt the ppl in the room missed what was so blatantly obvious to anyone not White [sic]. I’d expect this from Abercrombie… but not y’all.”

“Awesome! More over sexualization! Really classy American Eagle!” another social media user sarcastically wrote. A separate commenter even chimed in, “It’s giving subtle 1930s Germany.”

@americaneagle

Sydney in her sensory era. Crisp denim, subtle sound, serious style.

♬ original sound – American Eagle

Has American Eagle Responded to the Criticism?

American Eagle broke its silence on the advertisement days after the social media firestorm began. On August 1, the company wrote in a statement, “‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”

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