The fast rising American star Sydney Sweeney has again returned to social media after triggering the wokies with her blue jeans advertisement.
The "Euphoria" star, 27, was announced as the new face of Americal Eagle in July, launching the brand's fall 2025 campaign with a focus on its denim heritage. The marketing effort, titled "Sydney Sweeney Has Great Jeans," quickly became a focal point for criticism across social platforms.
The campaign included a video that drew widespread criticism, with many users calling it overly sexualized and accusing it of catering to the male gaze. In the controversial ad, Sydney Sweeney narrates while the camera moves across her body.
"My body's composition is determined by my genes," Sweeney said as a camera panned the length of her body. "Hey, eyes up here."
The wordplay continued in additional campaign materials, seemingly a pun on the word "genes," which led some social media users to draw comparisons between the marketing and "Nazi propaganda."
"Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue," Sweeney said in another ad for the brand.
On Friday, 1 August, Sweeney posted a photo of a bouquet of pale pink roses to her Instagram Story, adding a white heart sticker to the image. It’s unclear who sent the flowers or whether they were intended to lift her spirits amid the backlash.
Though Sweeney has remained silent, American Eagle issued its own statement defending the campaign on Friday. "'Sydney Sweeney Has Great Jeans' is and always was about the jeans," the brand posted on Instagram. "Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone."
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