Sydney Sweeney addressed one of the year’s most viral brand debates following the backlash to her American Eagle jeans campaign. The Euphoria star explained why she stayed silent during the controversy and shared her straightforward take on the reaction, saying, “I love jeans.”
Sydney Sweeney breaks silence over jeans ad controversy
Sydney Sweeney addressed the controversy surrounding her American Eagle jeans ad, which became a cultural flashpoint over the summer of 2025.
The actress told GQ that the reaction “definitely was a surprise,” adding, “I did a jean ad. I mean, the reaction definitely was a surprise, but I love jeans. All I wear are jeans. I’m literally in jeans and a T-shirt every day of my life.”
The ad, featuring the line “I have good jeans and good genes,” drew backlash from critics who claimed it contained undertones of genetic superiority.
The debate spread widely online, with TikTok users alleging the campaign had “a eugenics-y undertone.” The controversy intensified when both the U.S. president and vice president commented publicly on the ad, while The New Yorker faced criticism for publishing a piece questioning its implications. Despite the uproar, Sweeney stayed silent until her GQ interview, where she clarified that she avoided social media during the period, saying, “I kind of just put my phone away. I was filming every day … so I didn’t really see a lot of it.”
Sweeney also noted that she doesn’t let outside opinions define her. “I’ve always believed that I’m not here to tell people what to think,” she said. “I know who I am, I know what I value, I know that I’m a kind person.” She added that when she feels compelled to speak, “people will hear.”
The controversy appeared to have a positive financial outcome for American Eagle. Following the campaign’s launch, the company’s stock rose about 25 percent, with CEO Jay Schottenstein crediting “the success of recent marketing campaigns with Sydney Sweeney and Travis Kelce.” (via The Hollywood Reporter)
Sweeney confirmed she was aware of the numbers, explaining, “When I saw all the headlines of in-store visits were down a certain percentage, none of it was true.”
