American Eagle taps Sydney Sweeney for Fall 2025 campaign
Dubbed 'Sydney Sweeney Has Great Jeans", the campaign features Sweeney styled by her longtime stylist Molly Dickson in a curated wardrobe of AE denim essentials.
The roll out will be supported by innovative media strategies, including a first-ever presence on the Exosphere of Sphere in Las Vegas, 3D billboards where Sydney will interact directly with passersby, a Snapchat lens where she speaks with Snapchatters and AI enabled try-on technology.
'This fall season, American Eagle is celebrating what makes our brand iconic – trendsetting denim that leads, never follows,' said Jennifer Foyle, president and executive creative director - AE & Aerie.
'Innovative fits and endless versatility reflect how our community wears their denim: mixed, matched, layered and lived in. With Sydney Sweeney front and center, she brings the allure, and we add the flawless wardrobe for the winning combo of ease, attitude and a little mischief.'
As part of the campaign, AE will launch 'The Sydney Jean,' a limited-run take on their fan-favorite Dreamy Drape franchise, produced in collaboration with Sweeney, featuring a butterfly motif that symbolizes domestic violence awareness, a cause close to her heart. All proceeds from the jean will be donated to Crisis Text Line, a nonprofit that provides free, 24/7 mental health support.
The full Fall 2025 collection features over 800 new styles, including more than 200 fits of denim with over 50 new jeans.
'There is something so effortless about American Eagle – it's the perfect balance of being put-together but still feeling like yourself,' said Sweeney.
'Their commitment to creating pieces that make you feel confident and comfortable in your own skin is something that resonates with me. It's rare to find a brand that grows with you, the way American Eagle has for generations. They have literally been there with me through every version of myself.'
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Euronews
21 hours ago
- Euronews
Sydney Sweeney jeans ad backlash intensifies with viral takedown
American actress Sydney Sweeney has come under fire for a controversial ad campaign with fashion retailer American Eagle, which has divided opinions due to its wordplay in the slogan 'Sydney Sweeney has great jeans.' Now, Doja Cat has joined in on the backlash surrounding the ads, posting a now-viral video on TikTok that sees the 'Say So' and 'Paint The Town Red' singer mimicking what Sweeney says in one of the ads. In an extremely exaggerated backwoods accent. 'Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color… my jeans are blue,' Doja says in the clip, mocking Sweeney's words. Check out the viral clip below: my jeans are blee Many have criticised the Sydney Sweeney / American Eagle ads' take on traditional white beauty standards, as well as the use of the 'jeans' / 'genes' homophone, highlighting how it has white supremacist and Nazi undertones. This was only bolstered by another advert in which Sweeney stands in front of a billboard of herself with the words 'Sydney Sweeney has great genes' on it. As she walks past the poster, the word 'genes' gets crossed out and swapped with the word 'jeans.' Read our full explainer on the controversy here. Amid the intense scrutiny, some have praised the ad for putting an end to 'woke' marketing. This isn't the first time that Sweeney has been surrounded by controversy. The Euphoria and White Lotus actress faced criticism earlier this year for the sale of a Dr. Squatch bar of soap that contains her actual bathwater. Many labelled this as being antifeminist. Additionally, in 2022, she was slammed by fans after photos showed guests wearing MAGA-like hats at a 60th birthday party for her mother. Sweeney addressed this in a statement, saying: 'An innocent celebration for my moms milestone 60th birthday has turned into an absurd political statement, which was not the intention. Please stop making assumptions.' Still, the internet was far from convinced... As of writing, neither Sweeney nor American Eagle have spoken out on the uproar surrounding the polarising jeans campaign.
France 24
a day ago
- France 24
American Eagle 'jeans' campaign that stars Sydney Sweeney under fire
Some social media users are outraged, saying the wordplay of the tagline "Sydney Sweeney has great jeans," coupled with the actor's blue eyes and blonde hair, has racial undertones. Others are praising the campaign as lacking "woke" politics. "Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My genes are blue," Sweeney, wearing denim on denim, says in one video. People across social media have leveled criticism spanning the gamut, with some saying the campaign promotes "white supremacy" and "eugenics" while others have called it "sterile," a sign of "regression" or simply "rage bait." But many others have applauded the campaign, posting comments like "woke is broke!" and "culture shift!" Conservative Republican senator Ted Cruz of Texas posted a photo of Sweeney on X and wrote, "Wow. Now the crazy Left has come out against beautiful women. I'm sure that will poll well." Neither American Eagle nor the Emmy-nominated Sweeney, the 27-year-old actor best known for roles in the series "The White Lotus" and "Euphoria," have publicly responded to the backlash. "Sweeney's girl next door charm and main character energy -- paired with her ability to not take herself too seriously -- is the hallmark of this bold, playful campaign," AE said in a statement last week when the advertisements launched. 'Values of another time' The company said its collaboration with Sweeney was meant to "further elevate its position as the #1 jeans brand for Gen Z." As part of the campaign, AE had also said it was launching a limited-run "Sydney Jean" that retails for $79.95 and features a butterfly motif on the back pocket, which the brand said is meant to represent domestic violence awareness. Proceeds from the jeans will go to Crisis Text Line, a nonprofit offering mental health support, AE, a company started in 1977, said. In the wake of the chatter triggered by the campaign, Washington Post fashion critic Rachel Tashjian wrote that whether or not the ad had racial undertones or anything intentional to say beyond selling jeans, it "is part of a wave of imagery of influencers, pop stars and musicians that feels tethered to the values of another time." "For the past five or six years, it seemed like fashion and pop culture were very interested in -- even dedicated to -- body positivity. Now we're being fed a lot of images of thinness, whiteness and unapologetic wealth porn," Tashjian said.
Fashion Network
23-07-2025
- Fashion Network
American Eagle taps Sydney Sweeney for Fall 2025 campaign
American Eagle has tapped Sydney Sweeney for its Fall 2025 campaign. Dubbed 'Sydney Sweeney Has Great Jeans", the campaign features Sweeney styled by her longtime stylist Molly Dickson in a curated wardrobe of AE denim essentials. The roll out will be supported by innovative media strategies, including a first-ever presence on the Exosphere of Sphere in Las Vegas, 3D billboards where Sydney will interact directly with passersby, a Snapchat lens where she speaks with Snapchatters and AI enabled try-on technology. 'This fall season, American Eagle is celebrating what makes our brand iconic – trendsetting denim that leads, never follows,' said Jennifer Foyle, president and executive creative director - AE & Aerie. 'Innovative fits and endless versatility reflect how our community wears their denim: mixed, matched, layered and lived in. With Sydney Sweeney front and center, she brings the allure, and we add the flawless wardrobe for the winning combo of ease, attitude and a little mischief.' As part of the campaign, AE will launch 'The Sydney Jean,' a limited-run take on their fan-favorite Dreamy Drape franchise, produced in collaboration with Sweeney, featuring a butterfly motif that symbolizes domestic violence awareness, a cause close to her heart. All proceeds from the jean will be donated to Crisis Text Line, a nonprofit that provides free, 24/7 mental health support. The full Fall 2025 collection features over 800 new styles, including more than 200 fits of denim with over 50 new jeans. 'There is something so effortless about American Eagle – it's the perfect balance of being put-together but still feeling like yourself,' said Sweeney. 'Their commitment to creating pieces that make you feel confident and comfortable in your own skin is something that resonates with me. It's rare to find a brand that grows with you, the way American Eagle has for generations. They have literally been there with me through every version of myself.'
