Instead of prepping for the fall fashion headlines she probably expected, Sydney Sweeney has found herself at the center of a heated debate over race, marketing, and accountability.
Her recent campaign for American Eagle has thrust her into controversy, raising questions about unintended messaging in today’s spotlight culture.
A Wordplay Ad That Backfired
American Eagle launched its fall denim ads featuring Sweeney with the playful slogan “Sydney Sweeney has great jeans”—a cheeky pun on “great genes.”
One clip even shows the word “genes” crossed out and replaced with “jeans,” and in another video she says, “Genes are passed down… my jeans are blue,” while the camera zooms in on her own blue eyes.
What was meant to be bold and lighthearted instead triggered accusations of racial insensitivity and eugenic undertones.
Critics on social media questioned the implications of associating genetics, eye color, and privilege in a mainstream ad.
Silence Becomes the Centerpiece
Despite growing outrage, neither Sweeney nor American Eagle has issued a public statement.
That silence has only fanned the flames.
According to crisis PR expert Eric Schiffer, the absence of comment is a ticking time bomb: “Every hour of hush hurls her wholesome brand deeper into racial quicksand,” he warned.
Schiffer also pointed out that while silence may damage her image among liberal audiences, it may actually be seen as a show of strength by conservative observers who view public apologies as weakness.
Is This a Misstep—or a Strategy?
Not everyone sees the campaign as accidental.
Publicist Alexandria Hurley argues that the controversy was likely intentional—built to generate buzz.
She noted that Sydney has leaned into polarizing moments before, from her SNL skit to her quirky beauty collaborations, suggesting this is less a mistake and more a calculated brand move.
Hurley highlighted that the hastily placed billboard “fix” (showing the word painted over) felt performative in the absence of real dialogue.
The PR Pros Weigh In
Jonathon Narvey of Mind Meld PR suggests the backlash may have been part of the design—to make an otherwise bland campaign go viral. Meanwhile, Christina Kroll points out that fashion brands today must be extraordinarily cautious with word choices, treating nuance as mission-critical.
Grayce McCormick believes heartfelt acknowledgement would defuse tension, while Toni Ferrara argues that Sweeney may be smart to stay quiet—and let the brand own the message.
Celebrity Responsibility in the Spotlight
According to Alexandria Hammond of BrandNEWS, the responsibility primarily falls on American Eagle—around 75 percent on them, and 25 percent on Sweeney. Hammond believes Sydney can’t hide behind brand decisions; by standing in front of the campaign, she implicitly endorsed it. She added: “Sydney needs to acknowledge her privilege as a white woman. By agreeing to this, she effectively sold out the values of her young, diverse fans.”
Sarah Anne Schmidt adds that Sweeney’s role may have been limited, and legal clauses might restrict what she can say publicly. Timing and tone matter, she says—when the response eventually comes, it must be authentic, empathetic, and direct.
A Critical Moment of Choice
Courtney Haywood emphasizes that silence is no longer neutral. In a moment where audiences expect accountability, delay looks like apathy. “Acknowledge how it landed, thank those who spoke up, and commit to learning,” she advises. “That builds credibility.”
What Comes Next for Sweeney?
As debate rages, all eyes are on how Sydney Sweeney will respond. Will she break her silence and face the criticism head-on—or stay quiet and leave the message in American Eagle’s hands? Either way, this controversy underscores how tightly celebrity, fashion, and social sensitivity are now intertwined in our digital age.
