American Eagle's 'Great Jeans' Campaign Starring Sydney Sweeney Controversy

Liputan6.com, Jakarta Actress Sydney Sweeney, best known for her role in the hit series "Euphoria," is back in the spotlight.

This time, she's the lead face of American Eagle's latest campaign for its fall 2025 collection.

The campaign, titled "Sydney Sweeney Has Great Jeans," has garnered widespread attention and sparked a variety of reactions on social media, ranging from praise to sharp criticism.

The launch of this campaign marks American Eagle's largest investment to date, demonstrating the brand's ambition to strengthen its market position.

However, behind the hype, a heated debate has erupted over the campaign's tagline, which some consider to have negative connotations.

This controversy highlights how marketing messages can be interpreted differently by audiences and sparks discussion about broader social issues.However, the campaign also serves a noble purpose.

American Eagle is launching "The Sydney Jean," a limited-edition product with proceeds going to domestic violence awareness.

This demonstrates the brand's efforts to integrate social responsibility into its marketing strategy, despite the criticism.

The crux of the controversy lies in the campaign's tagline, "Sydney Sweeney Has Great Jeans."

In some early promotional materials, the tagline briefly appeared as "Sydney Sweeney Has Great Genes" before the word "Genes" was crossed out and replaced with "Jeans" to create a play on words.

However, it was the phrase "great genes" that sparked a wave of criticism on social media.Many internet users have denounced the campaign as "fascist Nazi propaganda" and "racist."

They argue that the phrases "good genes" or "great genes" are historically associated with eugenics, a pseudoscience that aims to "improve" the human race through selective breeding.

Critics point out that the phrase is often used to glorify certain physical appearances, such as fair skin, thinness, and attractiveness, which is considered problematic when associated with a blonde, blue-eyed actress like Sweeney.

Criticism has also arisen regarding the lack of representation of people of color in the campaign, questioning American Eagle's sensitivity in choosing such a tagline.

Many considered the campaign "tone-deaf" or insensitive to the negative connotations of the phrase "great genes" amidst current social issues.

Meanwhile, some fans defended the campaign, praising American Eagle for "killing" the "woke" ad and deeming the criticism overblown.

Amidst the controversy, American Eagle also introduced "The Sydney Jean" as part of the campaign.

These limited-edition jeans were designed in collaboration with Sydney Sweeney and feature a butterfly motif on the back pocket.

This butterfly motif is not just decoration, but a symbol of domestic violence awareness.

American Eagle's commitment to this charitable cause is evident in their decision to donate 100% of the proceeds from "The Sydney Jean" sales to Crisis Text Line.

This nonprofit organization provides 24/7 confidential mental health support, demonstrating a genuine effort to make a positive impact.

Sweeney herself expressed a deep concern for the issue of domestic violence, inspired by her role as boxer Christy Martin in the upcoming biopic.

Beyond the charitable goal, the campaign also highlighted marketing innovation. American Eagle invested a significant amount, making it their most expensive campaign to date.

The media strategy included 3D billboards, interactive Snapchat lenses, and AI-powered try-on technology.

This approach demonstrates American Eagle's efforts to effectively reach the Gen Z audience and strengthen its position as the number one jeans brand for that generation.

Although the "Sydney Sweeney Has Great Jeans" campaign faced a wave of criticism and controversy on platforms like Threads and TikTok, its impact on the market has been surprising.

American Eagle shares have reportedly surged 4% since the campaign's launch.

Some analysts attribute this increase to the dynamics of "meme stocks," where controversy on social media can actually drive investor interest and attention.

The rise in stock value amidst this heated debate demonstrates the complex relationship between marketing, public sentiment, and market performance.

Sometimes, controversies that spark widespread discussion can actually increase brand visibility, albeit at the cost of certain reputational risks.

This phenomenon highlights how the digital age is changing the dynamics of marketing and consumer perception.

Craig Brommers, Chief Marketing Officer of American Eagle, expressed his excitement at the scale and reach of the campaign.

He even called the partnership with Sydney Sweeney "the greatest achievement in American Eagle's history."

This statement underscores the company's confidence in its campaign strategy, despite the criticism, and its ambition to continue leading the jeans market for the younger generation.