Great jeans and missed marks – lessons from Sydney Sweeney’s American Eagle campaign

When American Eagle launched its latest denim campaign, fronted by Euphoria actor Sydney Sweeney, it probably seemed like a safe bet. A Gen Z-favourite celebrity, a tongue-in-cheek tagline (“Sydney Sweeney has great jeans”) and a charitable element linked to a cause she has publicly supported. On paper, it ticked the right boxes.

But not long after it landed, it became clear something hadn’t quite worked. The wordplay of “great jeans” as a pun on “great genes” struck many as awkward. Some pointed to the uncomfortable optics of a white, blonde, blue-eyed actress referencing her “genes” in a way that, whether intentional or not, echoed language tied to eugenics. Others felt the real purpose of the campaign – a donation to a domestic violence support charity – was overshadowed by a joke that didn’t land.

One of the biggest missteps was relying too heavily on star power. Sydney Sweeney brings credibility through her advocacy work, and she is a recognisable face for the target demographic. But audiences today, particularly younger ones, aren’t easily swayed by celebrity alone. If a campaign feels dated, insincere or overly manufactured, it won’t resonate, no matter who is fronting it.

Another issue was the imbalance in messaging. The butterfly detail on the jeans symbolised domestic violence awareness, and 100% of proceeds were set to go to Crisis Text Line, a mental health and support charity. But that story was buried. The press release carried the details, but the campaign itself didn’t lead with them. Instead, the pun took centre stage and the cause felt like an afterthought. In a landscape where consumers expect brands to be values-led, that misalignment can feel tone deaf.

And then there’s the matter of language and perception. While it may not have been the intention, audiences made the link between the word “genes,” inherited traits, and a long, troubling history of who gets to be held up as an ideal. Those associations don’t have to be obvious or deliberate to have an impact. In a media environment shaped by historical and cultural nuance, ambiguity can be risky. Ultimately, this is a reminder that intention doesn’t override impact and that creative ideas need to be pressure-tested with diverse voices before they go live. Even if a reference feels like a stretch to one group, it might feel like a red flag to another.

So, what can we learn from this?

• Lead with purpose. When a campaign supports a meaningful cause, that message should be front and centre, not an afterthought.
• Interrogate the idea. Creative ideas, especially those relying on wordplay or humour, need to be carefully tested with diverse perspectives to avoid unintended associations.
• Know your audience. For Gen Z audiences in particular, authenticity and cultural awareness aren’t optional – they’re expected.
• Accept that meaning isn’t fixed. Once something is public, people will interpret it through their own lens, shaped by culture, history and identity. That’s not something to fear, but it is something to plan for.

The American Eagle campaign showed that a clever concept isn’t enough. Success lies in balancing creativity with sensitivity, and ensuring the message is as strong as the messenger.