Sydney Sweeney has opened up about the unexpected controversy surrounding her American Eagle jeans campaign, admitting she was caught off guard by the intensity of the public reaction.
The 28-year-old actress, best known for roles in Euphoria and The White Lotus, partnered with American Eagle in July for a campaign titled “Sydney Sweeney has great jeans.” While intended as a playful fashion promotion, the ads quickly ignited online debate over race, beauty standards, and language.
Much of the criticism centered on a wordplay moment in the campaign that referenced “genes” instead of “jeans” when describing Sweeney, who has blonde hair and blue eyes. Some social media users interpreted the phrasing as implying ideas connected to eugenics, sparking widespread backlash.
Speaking candidly to People, Sweeney said she never anticipated such a response. “I was honestly surprised by the reaction,” she shared. “I did the campaign because I genuinely love the jeans and the brand. I don’t support the views that some people chose to associate with it. A lot of motives and labels were placed on me that simply aren’t true.”
She emphasized that she strives to live with kindness and rejects any form of hate or division. “Anyone who knows me understands that I’m always trying to bring people together,” she said. “I’m against negativity and divisiveness.”
Sweeney also explained why she decided to address the controversy after initially staying silent. In the past, she avoided responding to both criticism and praise, but she now feels that approach may have done more harm than good. “I realized my silence may have widened the divide instead of helping close it,” she explained, adding that she hopes the new year will encourage more unity rather than conflict.
Previously, Sweeney told GQ that she doesn’t see herself as someone who tells others what to think, but rather as someone who encourages open-mindedness. She also admitted that she typically processes criticism privately, saying she prefers to vent to close friends rather than address everything publicly.
“I know who I am and what I stand for,” she said. “I know I’m a kind person who cares deeply, and I don’t let outside opinions define me.”
Reflecting again on the campaign, Sweeney downplayed the intention behind it. “It was a jean ad,” she said simply. “The reaction surprised me, but I really do love jeans. I wear them almost every day.”
At the time of the campaign’s release, Sweeney chose not to clarify public misunderstandings, noting that she prefers to speak up only when she feels it truly matters. While attending the Toronto International Film Festival in September for her film Christy, she told Vanity Fair that her focus was on her work—not on discussing denim ads.
In one of the American Eagle videos, Sweeney says: “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.” That line, in particular, became a focal point of criticism.
Marketing expert Marcus Collins of the University of Michigan told the Associated Press that the controversy was problematic regardless of intent, calling it either careless, lazy, or deliberate—none of which reflected well on the brand.
American Eagle, however, stood firmly by the campaign. In an August Instagram statement, the company said the concept was always meant to celebrate the jeans themselves. “Her jeans. Her story,” the brand wrote. “Great jeans look good on everyone.”
This wasn’t the only recent backlash Sweeney has faced. In June, she also drew criticism for collaborating with Dr. Squatch on a limited-edition soap reportedly made using her bathwater—a product that sparked intense online debate. Sweeney later noted the irony that similar ideas involving male actors had been widely praised.
Reflecting on internet culture, she told The Wall Street Journal that paying attention to public reaction is important because entertainment is an ongoing conversation with audiences. She also observed that much of the criticism came from women, which she found particularly interesting.
Despite the controversies, Sweeney appears focused on moving forward, confident in her values and eager to see what comes next.
