Sydney Sweeney’s American Eagle campaign sparks backlash over objectification amid soaring sales

Sydney Sweeney for the new American Eagle campaign. pic.twitter.com/TQkOtmObfw

Titled "Sydney Sweeney has great jeans", the campaign features the actress in minimal styling to promote The Sydney Jean, a limited-edition design with proceeds going to Crisis Text Line.

Despite its philanthropic aim, the visuals have sparked a wave of backlash online.

Commenters have questioned the tone of the campaign. “Is this really the advertisement they came up with for raising money for a domestic violence org?” asked one critic. Another wrote, “Who the hell are they targeting here?”

The campaign’s aesthetic has ignited fresh debate over the line between empowerment and objectification in advertising. One internet user commented, "American RW is happy that finally the disastrous woke era is over and everything is back to good old days with their women being objectified as sex objects".

The criticism mirrors sentiments Sweeney herself has shared in past interviews. She acknowledged to Variety that the scrutiny of her body is persistent and often depersonalising. “People feel connected and free to be able to speak about me in whatever way they want… because they believe that I’ve signed my life away.”

This isn’t the first time Sweeney has provoked commentary around branding choices. A previous campaign involved the Euphoria actress selling a limited-edition soap called "Sydney's Bathwater Bliss" in collaboration with Dr. Squatch which contained a small amount of Sweeney's bathwater.

Both campaigns have raised eyebrows for blurring the lines between satire and self-marketing.

While American Eagle saw an immediate 10% share price jump after the campaign launch, questions remain about the long-term impact of relying on celebrity image in this way.