American Eagle Outfitters is standing by its recent advertising campaign featuring actress Sydney Sweeney, despite facing significant online backlash. The campaign, titled "Sydney Sweeney Has Great Jeans," sparked controversy due to its play on words between "genes" and "jeans." In a promotional video, Sweeney, known for her roles in Euphoria and The White Lotus, talks about genetic traits before stating, "My jeans are blue," which led to accusations of promoting eugenics.

The backlash has been widespread, with critics taking to social media to voice their concerns. However, American Eagle responded on Instagram, emphasizing that the campaign focuses on celebrating how everyone wears their jeans with confidence. The company stated, "Sydney Sweeney Has Great Jeans is and always was about the jeans. Her jeans. Her story."

Despite the criticism, some industry experts, like former Levi's brand president Jennifer Sey, have defended the campaign, telling Women's Wear Daily that the controversy is overblown and advising American Eagle to stand firm. Sey described the campaign as a clever play on words, adding that Sweeney's self-awareness and humor make the ad unique.

The campaign's launch on July 23 reportedly increased American Eagle's market value by $400 million, although the company's stock saw a slight dip, closing down less than one percent at $10.74.

Meanwhile, Sweeney has remained silent on the issue, continuing to focus on her acting career and various brand partnerships.

Mojo in the Morning