A viral apology attributed to American Eagle has reignited controversy surrounding its Sydney Sweeney Has Great Jeans campaign.
The statement, widely shared on social media, includes references to Sweeney’s appearance and marketing tone.
While many have labeled the message as satirical, American Eagle has not confirmed whether the apology is official, parody, or user-generated.
The message includes lines such as “we underestimated her blue eyes, blonde hair, and general hotness,” which many found to reinforce the very criticisms aimed at the campaign.
🤔Fake or not, this American Eagle 'apology' for Sydney Sweeney’s ad has us laughing! With stock soaring 10%, are fans rejecting the woke outrage? #SydneySweeney #AmericanEagle pic.twitter.com/cC00NrC9TC
— anonymous (@unveriified) July 30, 2025
The ad series, featuring slogans like “Genes are passed down… My jeans are blue,” has been criticized for blurring the lines between playful wordplay and outdated messaging around beauty standards and genetic traits.
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In response to mounting criticism, the company disabled comments on LinkedIn and quietly replaced some campaign visuals with imagery featuring a woman of color.
However, no formal public statement has been issued by American Eagle regarding the backlash or the viral apology post.
Despite the debate, the “Sydney Jean” product sold out rapidly following the campaign’s launch, and the brand saw a 10–18% uptick in stock value.
Proceeds from the limited-edition item are being donated to the Crisis Text Line, a nonprofit offering mental health and domestic violence support.
The apology, authentic or not, has added a new layer to the conversation, highlighting the sensitivity of brand messaging in today’s media climate and the speed at which unofficial content can shape public perception.
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