Sydney Sweeney has publicly addressed the intense backlash surrounding her recent American Eagle advertising campaign, offering her perspective to GQ. The actress stated that the negative reaction was “definitely a surprise,” emphasizing her personal affinity for jeans. She further clarified that she understood the ad’s purpose was simply to promote “great denim.”
The American Eagle denim collection launched in early August with the campaign “Sydney Sweeney Knows Good Jeans.” Some fans on social media interpreted the ad, which played on the words “jeans” and “genes,” as promoting the controversial and discredited theory of eugenics.
Sweeney told GQ that she did not perceive the campaign in that manner. She explained that she was heavily involved in filming “Euphoria” at the time, working 16-hour days and largely staying off her phone. This limited her exposure to the viral attention and public debate. She added that she believes people will listen when she has a topic she genuinely wants to discuss.
Despite her explanation, Sweeney’s comments quickly ignited further debate about her true intentions behind the campaign. Some observers felt her remarks to GQ appeared out of touch.
Prior to her GQ interview, Sweeney had remained silent about the American Eagle campaign controversy. The brand itself issued a statement in August defending its intentions. American Eagle affirmed that “‘Sydney Sweeney Has Great Jeans’ is, and always has been, about jeans. Her jeans. Her story.” The company reiterated its commitment to celebrating how individuals wear their AE jeans with confidence, stating that “Great jeans look good on everyone.”
Sweeney maintained her silence on the denim drama during her press tour for the film “Christy.” Speaking to Vanity Fair in September about the film’s premiere at the Toronto International Film Festival, she clearly delineated her focus. She stated she was there to support her movie and its creators, not to discuss denim, asserting that “The movie is about Christy [Martin], and that’s what I’m going to talk about.”