Sydney Sweeney is finally addressing the controversy that exploded around her American Eagle jeans campaign last summer—admitting that staying silent in the early days only intensified the backlash.
The Euphoria star, 28, opened up about the viral fallout in a new interview with People, reflecting on how a lighthearted advertising slogan quickly turned into a major online firestorm.
The ad featured the cheeky tagline, “Sydney Sweeney Has Great Jeans,” a play on the phrase “great genes.”
While the intention was meant to highlight the brand’s denim, the wording—and Sweeney’s blonde, blue-eyed appearance—prompted fierce criticism from some corners of the internet.
Almost immediately after the campaign’s release in July, social media users accused the brand of promoting harmful ideologies, with some even going so far as to compare the campaign to extremist propaganda.
The reaction stunned both Sweeney and American Eagle.
“I was honestly surprised by the reaction,” Sweeney told People. “I did the campaign because I genuinely love the jeans and I’ve always loved the brand.
I absolutely do not support the views that some people chose to attach to it.”
Looking back, Sweeney now admits that her decision not to address the controversy publicly may have made matters worse.
“In the past, my approach has been to never respond to negative or positive press,” she explained. “But I’ve come to realize that my silence in this situation only widened the divide instead of closing it.”
American Eagle stood firmly behind both the campaign and the actress.
In an August 1 Instagram statement, the company clarified that the slogan was never meant to be anything more than a playful fashion message. “‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story,” the brand stated. “Great jeans look good on everyone.”
Despite the initial controversy, the campaign ended up surpassing expectations commercially. After a brief sales dip, the intense online buzz helped drive renewed interest in the brand, leading to sell-outs of several denim styles and a noticeable boost in investor confidence.
Still, the emotional toll on Sweeney was real. “This past year, I really tried to be strong, but it’s been hard at times,” she admitted.
“Next year, I want to be more intentional about showing people who I truly am, because so many people can get it wrong.”
The actress first touched on the controversy in a November interview with GQ, where some critics felt her comments came across as dismissive.
At the time, she explained that she had been deeply immersed in filming and hadn’t immediately registered the backlash.
“I did a jeans ad,” she said. “I wear jeans every day. I knew what the ad was meant to represent, and it didn’t affect me one way or another.”
Sweeney is currently shifting her focus toward her expanding film career. She stars alongside Amanda Seyfried in the upcoming psychological thriller The Housemaid, directed by Paul Feig.
The actress has spoken enthusiastically about her bond with Seyfried, calling her an “icon” and sharing how their off-screen friendship quickly blossomed.
During a recent appearance on The Tonight Show Starring Jimmy Fallon, Sweeney gushed over her co-star, revealing that she’s a lifelong Mamma Mia! superfan.
The two actresses even went viral earlier this year after singing ABBA together in a TikTok video.
As she looks ahead to the new year, Sweeney says her goal is simple: to move forward with transparency, positivity, and kindness.
“I’m against hate and divisiveness,” she said. “I genuinely hope this new year brings more focus on what connects us instead of what pushes us apart.”