In an emotional new interview, Sydney Sweeney has addressed her highly controversial American Eagle jeans ad.
The ad, which featured the tagline “great jeans”, sparked intense criticism earlier this year, with many calling it tone-deaf and accusing it of making light of eugenics.
The Euphoria star told People that she was “honestly surprised” by the reactions, which fuelled a social media storm.
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Within hours of the campaign’s release, Sweeney was trending worldwide. Thought-pieces flooded news feeds, celebrities and influencers took sides, and fierce debate swirled around brand responsibility.
Some accused the actress of insensitivity, while others defended her as the latest casualty of internet outrage.
“I did it because I love the jeans and love the brand,” she explained.
“I don’t support the views some people chose to connect to the campaign. Many have assigned motives and labels to me that just aren’t true.”
Speaking to GQ in early November, Sweeney admitted she hadn’t anticipated the magnitude of the backlash.
“I did a jean ad. I mean, the reaction was definitely a surprise, but I love jeans,” she said.
“All I wear are jeans. I’m literally in jeans and a T-shirt every day of my life.”
When asked whether she felt “thankful” that “some very powerful people” publicly defended her, the Anyone But You star gave a measured reply.
“I don’t think … It’s not that I didn’t have that feeling, but I wasn’t thinking of it like that, of any of it,” she said.
“I kind of just put my phone away. I was filming every day. I’m filming Euphoria, so I’m working 16-hour days and I don’t really bring my phone on set, so I work and then I go home and I go to sleep. So I didn’t really see a lot of it.”
Pressed further about whether she wanted to say anything about the ad itself, given its political tone, Sweeney replied, “I think that when I have an issue that I want to speak about, people will hear.”
Now, Sweeney is taking a more reflective tone. After weathering months of scrutiny, she says the ordeal changed how she thinks about silence and responsibility in the public eye.
“Anyone who knows me knows that I’m always trying to bring people together. I’m against hate and divisiveness,” she told People.
“In the past my stance has been to never respond to negative or positive press but recently I have come to realise that my silence regarding this issue has only widened the divide, not closed it.
“So I hope this new year brings more focus on what connects us instead of what divides us.”
Whether her words will calm the storm remains to be seen, but one thing is certain: Sydney Sweeney’s denim ad will be remembered not just for its tagline, but for the cultural uproar it unexpectedly ignited.
Meanwhile, American Eagle has already moved on, unveiling a new face for its holiday campaign — none other than entrepreneur, author, and lifestyle icon Martha Stewart.
