Advertising
Sydney Sweeney’s American Eagle Campaign Sparks Political Backlash and Foot Traffic Drop
According to a new Economist/YouGov poll, only 12% of Americans said they were offended by the ad. Nearly 40% found it clever, while 40% had no strong opinion. But the political breakdown was striking — 57% of Republicans considered the ad clever, compared to just 22% of Democrats.
American Eagle Outfitters, the denim giant beloved by Gen Z for its fit and affordability, is facing unexpected turbulence following its latest ad campaign starring Sydney Sweeney. The “Euphoria” and “The White Lotus” star appeared in a cheeky series of ads with the tagline: “Sydney Sweeney Has Great Jeans” — a play on the word “genes,” referencing her blue eyes and blonde hair.
While intended as lighthearted wordplay, critics quickly accused the campaign of promoting white privilege and exclusionary beauty standards. Some online commenters went further, linking the pun to eugenics and white supremacist rhetoric — an interpretation American Eagle strongly denies.
In one ad, Sydney Sweeney states: “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.”
American Eagle insists the ad message was simply about denim. “Her jeans. Her story. Great jeans look good on everyone,” the company said in a statement.
Public Reaction Divided Along Political Lines
According to a new Economist/YouGov poll, only 12% of Americans said they were offended by the ad. Nearly 40% found it clever, while 40% had no strong opinion. But the political breakdown was striking — 57% of Republicans considered the ad clever, compared to just 22% of Democrats.
The American Eagle ad controversy gained momentum after President Donald Trump publicly praised the ad as “fantastic” and “anti-woke,” with Vice President J.D. Vance using it to criticize Democrats on a podcast appearance. That endorsement seemed to deepen the political divide around the campaign.
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Impact on Sales and Foot Traffic
What began as a viral talking point is now impacting American Eagle’s bottom line. Retail analytics from Placer.ai and Pass_by show foot traffic down 9% year-over-year for the week beginning August 3, with smaller declines in the two preceding weeks. This is a stark reversal from the weeks prior to the ad launch, when American Eagle enjoyed steady year-over-year traffic growth of around 5%.
For a brand that generated $1.6 billion in denim sales in 2023, losing momentum with its core demographic — young, fashion-conscious, and often left-leaning consumers — could be damaging.
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Marketing experts warn that even unintended messaging can alienate customers if it strikes the wrong cultural chord.
American Eagle’s denim dominance has been built over decades. Whether the “Great Jeans” ad becomes a cautionary tale or a short-lived misstep will depend on how quickly the brand pivots. For now, Sydney Sweeney’s jeans — and genes — are proving to be one of the most talked-about fashion controversies of 2025.
