Sydney Sweeney Faces Backlash Over Controversial Ad Campaign

Sydney Sweeney is currently at the center of a growing controversy following her involvement in an American Eagle ad campaign that has drawn accusations of racial insensitivity. The 27-year-old actress, known for her role in “Euphoria,” became the face of the brand’s fall denim campaign, which featured the tagline, “Sydney Sweeney has great jeans,” a play on the phrase “great genes.” The campaign’s promotional materials included a video where Sweeney discusses genetics while showcasing her blue eyes, leading to backlash on social media.

Critics argue that the ad’s focus on genetics, particularly in the context of Sweeney’s appearance, promotes troubling racial undertones, including accusations of eugenics and white supremacy. As of July 29, 2025, neither Sweeney nor American Eagle has publicly addressed the controversy, which has intensified discussions around marketing accountability and racial sensitivity.

Expert Opinions on the Backlash

Crisis communication experts have voiced their concerns regarding Sweeney’s silence. Eric Schiffer, CEO of Reputation Management Consultants, described her lack of response as a “toxic time-bomb.” He noted that remaining silent could be perceived as a significant insult to many consumers, particularly those who are socially aware and politically engaged. Schiffer suggested that the failure to acknowledge the backlash could harm her brand image and alienate a portion of her audience.

On the other hand, some publicists argue that Sweeney’s silence may resonate differently with conservative audiences. Schiffer pointed out that her refusal to engage with the controversy might be viewed as a display of strength among certain demographics, contrasting the critics who seek a public apology.

Alexandria Hurley, a publicist based in Las Vegas, suggested that the ad’s provocative nature was not a mistake but a strategic move designed to generate buzz. She argued that Sweeney and her team likely anticipated the controversy, given the current media landscape’s tendency to amplify discussions around sensitive topics. Hurley emphasized that the tagline’s implication was deliberate and not a mere oversight.

Implications for Brand Strategy

The ad campaign remains visible on American Eagle’s website, where it promotes Sweeney’s “girl next door charm.” However, many industry observers believe that simply relying on charm will not mitigate the backlash. Alexandria Hammond, a principal at BrandNEWS PR Consulting Firm, pointed out that while American Eagle bears a significant portion of the responsibility for the messaging, Sweeney must also acknowledge her role as a co-signer of the brand’s message.

Publicist Sarah Anne Schmidt highlighted the importance of timely responses in crisis situations. She noted that silence can create a vacuum that invites further criticism. Schmidt recommended that when Sweeney does respond, she should adopt a tone of empathy and accountability rather than defensiveness.

In contrast, Toni Ferrara, CEO of Ferrara Media, argued that not every controversy necessitates a public apology. She suggested that Sweeney might be wise to allow the brand to take the lead in addressing the situation, given that the creative direction ultimately rests with American Eagle.

As the discussion surrounding the campaign continues, the path forward for Sweeney remains uncertain. The situation underscores the complexities celebrities face in today’s politically charged climate, where marketing strategies must navigate issues of race and cultural sensitivity. With public sentiment shifting rapidly, how Sweeney chooses to engage with this controversy could significantly impact her career and public image.