Sydney Sweeney dismisses American Eagle ad backlash: ‘I did a jean ad’

Sydney Sweeney gave GQ only a brief explanation for the uproar over her American Eagle ad, saying, “I did a jean ad.” She told the magazine she was largely unaware of the backlash because she was filming “Euphoria” for 16-hour days without her phone. She also said headlines about declining store traffic were “made up” during the company’s quiet period.

About the backlash: The campaign, unveiled in July, used the slogan “Sydney Sweeney Has Great Jeans,” accompanied by visuals that leaned on the homophone between “jeans” and “genes.” In one promotional clip, the word “genes” appeared on screen before being crossed out and replaced with “jeans,” a creative choice that became the central source of criticism. The genetic wordplay revived broader concerns about how language tied to inherited traits has historically been used to marginalize communities in debates over race and immigration.

Missing the public reaction: When GQ asked whether she understood the concerns behind the controversy, Sweeney said she had not been following the public reaction in real time. “I kind of just put my phone away. I was filming every day,” she said, explaining that she often went straight from set to sleep. She added that she rarely brings her phone to work, which she said kept her from seeing most of the ongoing debate.

Not this issue: Sweeney also told GQ she had monitored internal figures while the controversy circulated online. “I was aware of the numbers as it was going,” she said, adding that reports about declining in-store visits did not match what she saw. She said the company could not address those claims due to its quiet period, which she argued allowed inaccurate narratives to spread unchecked. Asked if she intended to address the criticism in greater detail, Sweeney declined to elaborate. “I think that when I have an issue that I want to speak about, people will hear,” she said.