Hollywood actor Sydney Sweeney has publicly addressed the fierce controversy surrounding her American Eagle jeans campaign, stating that her initial silence served to "widen the divide" between people. The star, famed for her roles in HBO's Euphoria, expressed regret for not speaking sooner and reiterated her stance against hate.
The Controversial Campaign and Accusations
The "Sydney Sweeney has great jeans" campaign launched in the summer and proved to be a major commercial success for the brand. It propelled American Eagle to become the most popular jean for 15 to 25-year-olds and saw the company's stock rise by an impressive 30%.
However, the advert, featuring the blond-haired, blue-eyed Sweeney, quickly drew intense criticism. Detractors accused it of carrying undertones of eugenics and being "a nod to white supremacy". On social media, some users likened the imagery to Nazi propaganda, while one commentator described it as a message from the "lab where they cook up culture-war pathogens".
Sweeney's Regret and Public Statement
In an interview with People magazine, Sweeney revealed her reaction to the furore. "I was honestly surprised by the reaction," she said. "I did it because I love the jeans and love the brand. I don't support the views some people chose to connect to the campaign."
The actor explained her change of heart regarding her public response. "I have come to realise that my silence regarding this issue has only widened the divide, not closed it," Sweeney stated. She emphasised her personal values, adding, "Anyone who knows me knows that I'm always trying to bring people together. I'm against hate and divisiveness."
Political Reactions and Commercial Fallout
The row took a surreal turn when former US President Donald Trump intervened, calling the campaign the "hottest ad out there". Sweeney later described his comment as "surreal".
Criticism was not confined to the left of the political spectrum. The financial publication Forbes argued the brand should "reconsider" the campaign. By the end of the summer, reported visits to American Eagle stores were down by 9%, indicating a potential commercial backlash despite the initial stock surge.
Sweeney concluded her remarks with a hopeful note for the new year, expressing a desire for more focus "on what connects us instead of what divides us". The actor, considered an outside bet for an Oscar next year for her lead role in the Christy Martin biopic Christy, has largely avoided the topic in promotional interviews until now.
