American Eagle Stands by Sydney Sweeney Campaign

American Eagle Outfitters, a prominent American teen clothing retailer, launched a new denim campaign last week starring Sydney Sweeney, known for her roles in "Euphoria" and "White Lotus." The campaign featured the tagline "Sydney Sweeney has great jeans" and included promotional materials that played on the words "jeans" and "genes"—a double entendre referencing both the apparel and hereditary traits. In one teaser video, Sweeney remarked, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue” .

The campaign’s rollout quickly sparked backlash online, with critics highlighting concerns over the use of a wordplay that seemed to center Western beauty ideals—particularly referencing Sweeney’s blonde hair and blue eyes. Some social media users and advocacy voices argued that the messaging failed to consider issues of diversity and representation, especially in a campaign so heavily focused on genetics and appearance. The criticism aligned with broader conversations around inclusion and the need for brands to authentically represent the diverse communities they serve, including LGBTQ+ and BIPOC consumers .

In response to several days of mounting debate, American Eagle issued a statement on its official Instagram account. The statement reads: “The ad campaign is and always was about the jeans. 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” . This marked the company’s first direct response since the controversy began, emphasizing the brand’s intention to celebrate individuality and self-expression through fashion.

A spokesperson for American Eagle also noted that the company’s chief marketing officer had previously described the campaign to trade media as containing “clever, even provocative language” and acknowledged that it was “definitely going to push buttons” . However, it remains unclear whether the company anticipated the specific controversy that would arise around the campaign’s messaging.

For LGBTQ+ communities and allies, the American Eagle controversy resonates with ongoing calls for diverse and intersectional representation in media and advertising. The use of language invoking “genes” and the selection of a spokesperson associated with traditional Western beauty standards prompted discussions about how brands engage with—and sometimes fall short in—showcasing the full spectrum of identities and experiences.

Inclusive marketing is a high priority for LGBTQ+ consumers, who have historically been marginalized or rendered invisible in mainstream advertising. According to advocacy organizations, campaigns that rely on narrow definitions of beauty or identity risk alienating segments of their customer base, including LGBTQ+ people whose experiences with gender, expression, and family heritage often defy conventional narratives .

While American Eagle’s statement emphasized inclusivity by stating, “Great jeans look good on everyone,” some critics argue that authentic representation requires more than inclusive language; it requires visible diversity in campaign casting and creative direction . Others within the LGBTQ+ community have expressed hope that the controversy will prompt American Eagle and other major brands to engage more deeply with LGBTQ+ and BIPOC voices in the creative process.

The American Eagle campaign controversy comes amid a broader industry reckoning over diversity, equity, and inclusion in advertising. Brands operating in youth and lifestyle markets are under increasing pressure to move beyond token gestures and to deliver authentic, nuanced storytelling that resonates with all members of their audience. Many LGBTQ+ advocates continue to call for transparency, accountability, and active partnership with community organizations to ensure that the messages conveyed through mass media reflect the real lives and aspirations of diverse customers .

In the wake of its public statement, American Eagle has not indicated plans to alter or withdraw the Sydney Sweeney campaign, instead doubling down on its message of confidence and individuality. Whether the company will take further steps to address the concerns raised remains to be seen, but the dialogue sparked by the controversy highlights the ongoing importance of inclusive marketing—not only for the LGBTQ+ community, but for all consumers seeking to see themselves represented in the brands they support .