
Sydney Sweeney’s latest American Eagle campaign has sparked widespread debate, balancing praise for its charitable mission with criticism over its suggestive presentation. The campaign, titled “Sydney Sweeney Has Great Jeans,” promotes a new denim line designed by the actress, with all proceeds benefiting Crisis Text Line, a nonprofit offering mental health support for domestic violence survivors.
While the initiative's intent has been applauded, one promotional video has drawn backlash for its tone. In the clip, Sweeney jokes about her “genes” as the camera pans to her chest, followed by the line, “Hey! Eyes up here.” Critics called the ad tone-deaf, with one viral post on X questioning the appropriateness of using sexual appeal to raise funds for a domestic violence cause.
Many users labeled the approach insensitive, arguing it overshadowed the seriousness of the issue. “This is SO disgustingly tone-deaf,” wrote one person who had previously volunteered with the organization. Others expressed frustration with the campaign’s focus on Sweeney’s appearance, rather than its charitable message.
Still, the campaign didn’t land negatively for everyone. Sweeney’s fanbase came to her defense online, with several praising her for challenging what they described as “woke advertising.” One supporter wrote, “Woke advertising is dead. Sydney Sweeney killed it,” while others applauded her confidence and creativity.
The campaign also had a noticeable financial impact, with American Eagle’s stock climbing more than 10% after its launch—despite the surrounding controversy. Some analysts have since suggested it may push the brand into “meme stock” territory, driven by online hype rather than financial fundamentals.
American Eagle executives are optimistic. President Jennifer Foyle called Sweeney “the perfect fit,” and Chief Marketing Officer Craig Brommers hailed her as “the biggest get in our history,” underscoring American Eagle’s strategic pivot toward high-profile, solo-celebrity campaigns as a core branding move.
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