American Eagle Outfitters has reignited controversy by releasing a second ad featuring actress Sydney Sweeney on August 9, 2025, following their viral “Sydney Sweeney Has Great Jeans” campaign. The original ad, launched July 23, sparked outrage for its “jeans/genes” pun, with critics alleging it promoted eugenics and white supremacy due to Sweeney’s blonde hair and blue eyes. Despite the backlash, American Eagle stood firm, refusing to apologize, and their new ad continues the bold approach, showcasing Sweeney in denim with a patriotic aesthetic of vintage cars and American flags. The company’s Instagram statement reiterated, “It’s about the jeans—her story, her confidence.”
The campaign has polarized audiences. Supporters, including conservative figures, praise it as a rejection of “woke” culture, with the brand’s stock soaring 27% since the first ad, per Bloomberg data. Critics, including progressive activists, argue the ads cater to exclusionary nostalgia, ignoring diverse consumers. A 2025 YPulse survey notes 66% of Gen Z want brands to address social issues, yet American Eagle’s unapologetic stance resonates with those tired of corporate apologies. Sweeney, a registered Republican since June 2024, remains silent on the controversy, focusing on her upcoming film Americana. The debate highlights a cultural shift, with brands like American Eagle betting on bold, nostalgic marketing to reclaim Americana.
