Sydney Sweeney Discusses Disconnecting Amid American Eagle Jeans Ad Controversy
Months after Sydney Sweeney’s appearance in an American Eagle jeans ad sparked controversy, she has opened up about the situation. In a recent interview with GQ, the actress, known for her roles in *Euphoria* and *White Lotus*, expressed her surprise at the reaction but affirmed her affinity for jeans.
Sydney Sweeney Addresses the American Eagle Jeans Ad
In the American Eagle advertisement, Sweeney cleverly plays with the words “jeans” and “genes,” which some critics interpreted as having eugenicist implications. Eugenics is a discredited practice that promotes the selective breeding of humans to enhance certain traits. In the ad, Sweeney states, “My jeans are blue,” which highlights the focus on the clothing item rather than genetics.
Marketing Insights on the Ad’s Controversy
According to Morgan Westcott, a marketing professor at the British Columbia Institute of Technology, the ad does not indicate a significant shift in marketing strategy. Instead, it reflects a recycled concept targeted toward their customer base. American Eagle publicly defended the campaign, clarifying that it aimed to celebrate individual expression and not to comment on genetics. The company stated, “Great jeans look good on everyone,” through an Instagram post.
Amidst the media frenzy, including comments from former President Donald Trump and Vice-President JD Vance, Sweeney maintained her silence for some time. She described the attention as surreal but indicated that she was mostly disengaged from the online discourse. She shared, “I kind of just put my phone away,” as she was busy filming long hours for *Euphoria*.
Interestingly, Sweeney acknowledged the positive impact the ad had on American Eagle’s stock, which surged following its release. This uptick continued after the company’s earnings call on September 4, where they credited the campaign for attracting new customers.
The Impact on Upcoming Projects
Despite the backlash, Sweeney is confident that the controversy surrounding her won’t deter audiences from her upcoming projects, including the film *Christy*. This biographical film focuses on boxer Christy Martin, highlighting her experiences with domestic violence. Premiering at the Toronto International Film Festival on September 5, Sweeney expressed hope that viewers would remain open-minded.
She remarked, “If somebody is closed off because of something they read online… then I hope that something else can open their eyes.” With two films set to be released, Sweeney continues to focus on her craft while navigating the challenges of public scrutiny.
