American Eagle Outfitters has responded to criticism over its latest campaign featuring actress Sydney Sweeney, clarifying that the ads are solely focused on promoting jeans.
The campaign, which launched on July 23, uses the tagline “Sydney Sweeney Has Great Jeans.” One video in particular drew attention for playing on the homophone “genes”—as Sweeney zips up a pair of blue jeans, she narrates: “Genes are passed down from parents to offspring often determining traits like hair colour, personality and even eye colour.” She then adds, “My jeans are blue,” while looking directly into the camera.
The video has sparked mixed reactions online. Some critics accused the ad of echoing themes associated with eugenics due to its focus on genetic traits in a blond, blue-eyed woman. Others dismissed the controversy, suggesting the backlash is an overreach.
In a statement posted to Instagram, American Eagle said: “This spot is and always was about the jeans.” The company added that it would “continue to celebrate how everyone wears their AE jeans with confidence, their way.”
Despite the online discourse, American Eagle’s shares rose when the campaign first debuted. Chief Marketing Officer Craig Brommers called the collaboration with Sweeney “potentially one of the biggest gets in American Eagle history,” referring to her as the “It girl of the moment.”
So far, transaction data from Bloomberg Second Measure shows no clear impact on sales. However, analysts are keeping a close eye on consumer behavior as the critical back-to-school season unfolds.
Some retail experts have cautioned that the controversy could lead certain shoppers to seek alternatives from brands like Levi’s, Abercrombie & Fitch, or Gap. “There are other options out there,” said Jessica Ramírez, managing director at the Consumer Collective.
Meanwhile, JPMorgan analyst Matthew Boss recently downgraded American Eagle’s stock rating to underweight, citing high expectations for earnings amid ongoing challenges. The retailer recently pulled its 2025 outlook and reported a $75 million merchandise write-down.
