What was the backlash over Sydney Sweeney’s ‘Great Jeans’ ad campaign? That question lit up timelines, TikTok threads, and fashion forums when American Eagle dropped its latest nostalgic denim campaign mid-2025 featuring the Emmy-nominated actress. Sweeney, known for starring in Euphoria and The White Lotus, has cultivated an image blending vulnerability with star power.
But when her lighthearted take on low-rise jeans hit social media, the reaction was anything but casual.
This article breaks down what made the ad so divisive, how the conversation escalated, and why this moment matters in the broader context of celebrity branding and body image in 2025.
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What the ‘Great Jeans’ Campaign Featured
American Eagle’s “Great Jeans” campaign was a broader push to reintroduce early-2000s Y2K fashion to a Gen Z audience. In it, Sydney Sweeney models a range of denim looks—from ultra-low-rise bootcut jeans to classic flares—styled in playful, cheeky throwback poses reminiscent of early aughts ads. One image, in particular, showing Sweeney leaning across a vintage car in denim and cowboy boots, sparked immediate chatter online.
The intent was to celebrate nostalgia, but many viewers saw something else entirely—an unnecessary return to body standards they thought were behind us.
What Was the Backlash Over Sydney Sweeney’s ‘Great Jeans’ Ad Campaign?
Almost immediately, critics accused the campaign of glamorizing a time when fashion was notoriously unforgiving to diverse body types. Social media users pointed out how the low-rise trend of the early 2000s coincided with extreme thinness being celebrated in mainstream media. “We fought to move away from this,” wrote one viral post on X (formerly Twitter), adding that the campaign felt “tone-deaf” in today’s body-positive climate.
Others were less harsh but still skeptical. “I love Sydney, but these jeans give me high school anxiety,” wrote one Reddit user, referencing how this style evoked difficult memories for many women and girls.
Supporters of the Campaign Speak Out
Many fans and fashion insiders defended Sydney Sweeney and American Eagle despite the backlash. Supporters noted that the campaign’s purpose was playful and that fashion cycles inevitably recycle trends. They argued that blaming Sweeney for participating in a denim ad was unfair.
Sydney Sweeney is modeling a product. She’s not dictating the cultural norms of body image,” wrote fashion blogger @StyleCycled on Threads. Others emphasized that the campaign was shot with a tongue-in-cheek tone, not as a serious directive on how women should dress in 2025.
Some praised the campaign’s execution and Sweeney’s charisma, calling it one of American Eagle’s most memorable recent efforts.
Is This About Jeans—or About Something Deeper?
So, what was the backlash over Sydney Sweeney’s ‘Great Jeans’ ad campaign really about? On one level, it’s a dispute about a denim trend. But zoom out, and it’s part of a larger discussion about how fashion, media, and celebrity culture continue to navigate body representation, nostalgia, and consumer influence.
This controversy reveals ongoing tensions between style and social responsibility. For some, the return of low-rise jeans is harmless fun. For others, it’s a visual trigger from a time when unhealthy beauty ideals were inescapable.
American Eagle’s Response
American Eagle released a brief statement acknowledging the debate but stood by its creative direction. The brand emphasized that the “Great Jeans” campaign was designed to celebrate individual expression and honor fashion history while continuing to promote inclusivity in its sizing and styling.
As of late July 2025, the campaign is still running, but American Eagle has reportedly adjusted its ad targeting strategy in response to the outcry, per a report by Business of Fashion.
Sydney Sweeney’s Silence—and Its Impact
Interestingly, Sydney Sweeney has not commented directly on the backlash. While not unusual in celebrity marketing cycles, this silence has generated its own opinions. Some believe she should speak out to clarify her position on body image and inclusivity, while others argue that the burden shouldn’t fall on her alone.
Sweeney’s team declined to comment when Variety and The Cut asked, maintaining a neutral stance as the brand handles its PR messaging.
Why This Moment Matters
What was the backlash over Sydney Sweeney’s ‘Great Jeans’ ad campaign? It wasn’t just about denim. It was about the emotional weight that clothing styles can carry, the role of celebrities in shaping social norms, and how quickly nostalgia can veer into discomfort for a segment of the population.
Fashion is cyclical, but conversations around inclusivity and body positivity are cumulative. Each ad, campaign, or celebrity moment adds a layer to the broader cultural narrative. In this case, American Eagle—and by extension, Sydney Sweeney—reignited a conversation that had been simmering for years.
Final Thoughts: What Was the Backlash Over Sydney Sweeney’s ‘Great Jeans’ Ad Campaign?
In a world where fashion and public opinion collide faster than ever, the backlash over Sydney Sweeney’s ‘Great Jeans’ ad campaign underscores the power of images and influencers in shaping public sentiment. Whether you see it as overblown outrage or justified critique, the reaction signals that audiences are paying attention and expect more than just nostalgia in a pair of jeans.
For now, it remains a flashpoint in the ongoing evolution of how media, fashion, and celebrity intersect in a hyper-aware digital age.
