Sydney Sweeney has addressed the criticism surrounding her American Eagle denim advertisement, which launched on July 23, 2025. During an interview with People magazine, she acknowledged that her initial silence contributed to increased “hate and divisiveness” regarding the campaign. As her film, The Housemaid, approaches release, she has felt compelled to clarify her position amidst the backlash.
The actress expressed her surprise at the negative reaction, stating that she participated in the ad out of admiration for both the jeans and the American Eagle brand. Sweeney remarked, “I was honestly surprised by the reaction. I did it because I love the jeans and the brand.” Despite the controversy, she emphasized that she does not endorse the negative views that some have associated with the campaign.
The denim campaign has drawn criticism for its wording and perceived implications. Some critics claimed that the term “jeans,” a play on “genes,” suggested notions of genetic superiority, while others noted its resemblance to Brooke Shields’ iconic 1980 denim commercial, suggesting it caters to the male gaze. In response, Sweeney reiterated her stance against hate, saying, “Anyone who knows me knows that I’m always trying to bring people together.”
Initially opting for silence, Sweeney has since recognized that this choice may have backfired. She noted, “In the past, my stance has been to never respond to negative or positive press. But recently I have come to realize that my silence regarding this issue has only widened the divide, not closed it.”
Looking ahead, she expressed a desire for greater focus on unity rather than division in the coming year. Sweeney had earlier discussed her feelings on the backlash during an interview with GQ, admitting the negative response was unexpected. She underscored her love for jeans, stating that they are a staple in her daily wardrobe.
In the face of scrutiny, Sweeney’s reflections highlight the complexities of celebrity endorsements and public perception, emphasizing the importance of addressing criticism openly.