Sydney Sweeney's denim dilemma: charity or just a cheeky marketing stunt?
Image: Instagram
Sydney Sweeney has divided the internet yet again!
The American actress has stirred up a controversy after it was revealed that she is the face behind the American Eagle 2025 campaign.
The denim campaign, titled 'Sydney Sweeney Has Great Jeans', showcases the actress in a minimalist style to promote 'The Sydney Jean", which has a butterfly motif on the back pocket as a symbol of domestic violence awareness.
This limited-edition campaign will contribute its proceeds to the Crisis Text Line, a non-profit organisation that provides free text-based support for domestic abuse.
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In an interview with 'InStyle' Sweeney shared: 'I wanted to do something in support of a cause that was really important to me by bringing awareness to domestic violence.'
However, despite its good cause, the 'Euphoria' actress is facing online backlash over the visuals that were chosen for the campaign.
The American Eagle brand shared a video that many expressed online that it is weird and hypersexualised for a campaign that is supposed to bring awareness to a sensitive matter.
In the now-deleted video, the camera focuses more on her exposed cleavage and slowly moves down to her stomach; however, the actress says, 'Hey, eyes up here', then the camera shifts to her face.
Sydney Sweeney for American Eagle's new campaign.
pic.twitter.com/K7U8NqM1d2 — Pop Base (@PopBase) July 24, 2025
In another video, Sweeney shuts the bonnet of a car, and the camera focuses on her behind as she walks back into the car.
Sydney Sweeney for American Eagle's Fall 2025 campaign
pic.twitter.com/ps2oZjKSy1 — cinesthetic. (@TheCinesthetic) July 23, 2025
These two particular videos garnered widespread attention as she faced criticism for the ads.
'I was trying to defend her at first with the bath water but this is getting kinda weird,' @sunn0ceanblue wrote.
i was trying to defend her at first w the bath water but this is getting kinda weird https://t.co/tXVEWDMHht — a 💋 (@sunn0ceanblue) July 25, 2025
'Same person who said she never gets taken serious as an actress yet continues to appeal to male gaze btw,' @veesneptune added.
same person who said she never gets taken serious as an actress yet continues to appeal to male gaze btw https://t.co/SW7GtmX342 — vee ཐི༏ཋྀ (@veesneptune) July 25, 2025
This is not the first time that Sweeney faced backlash over her projects or campaign she has been a part of.
Early this year, the 27-year-old was in a collaboration with Dr. Squatch, an American personal care company that sells personal care products marketed towards men.
The controversial actress revealed the most shocking and bizarre thing that made this collaboration different.
Sweeney revealed that she is selling a 'very limited-edition' 5 000 bars of 'Sydney's Bathwater Bliss' soap that contains drops of her bathwater.
Many people expressed their shock over this collaboration and wanted to know why she would choose to do this.
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