5 Reasons Why The Sydney Sweeney 'Great Jeans' AE Ad Campaign Became American Eagle's Biggest Hit (And Sparked Controversy)

The American Eagle (AE) jeans ad campaigns have always been a barometer for youth culture, but the latest iteration, fronted by Hollywood superstar Sydney Sweeney, has become a marketing phenomenon. As of late 2024, the "Sydney Sweeney Has Great Jeans" campaign is being hailed by executives as a record-breaker, driving significant traffic and boosting the brand's sales forecast, proving that a celebrity-led strategy, when executed with a provocative tagline, can still dominate the cultural conversation.

The campaign’s success is a perfect storm of celebrity power, strategic wordplay, and a return to focusing on the core product: great-fitting denim. However, this high-profile visibility was not without its drama; the ad's tagline and focus also ignited a significant online controversy that the actress herself eventually had to address, making it one of the most talked-about fashion advertisements of the year.

Sydney Sweeney: Biography and Career Profile

The face of the record-breaking American Eagle campaign is an American actress and producer known for her versatile roles and rapid ascent to stardom.

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• Full Name: Sydney Bernice Sweeney
• Born: September 12, 1997
• Birthplace: Spokane, Washington, U.S.
• Age (as of 2024): 27
• Early Career: Began acting in guest roles on popular television shows like *Criminal Minds* and *Grey's Anatomy*.
• Breakthrough Roles: Gained early recognition for her roles in the series *Everything Sucks!* and *The Handmaid's Tale*.
• Star-Making Roles: Achieved global fame for her portrayal of Cassie Howard in the HBO hit series *Euphoria* and as Olivia Mossbacher in *The White Lotus*. These roles established her as one of the most influential young actresses in contemporary Hollywood.
• Producer: Sweeney is also a producer, with her production company Fifty-Fifty Films.
• Notable Films: *Once Upon a Time in Hollywood*, *Reality*, and the romantic comedy *Anyone but You*.
• AE Campaign Title: "Sydney Sweeney Has Great Jeans."

The Genius of the 'Great Jeans' Campaign: Strategy and Sales Impact

The Fall '25 campaign (which ran prominently throughout 2024), "Sydney Sweeney Has Great Jeans," was not just a typical celebrity endorsement; it was a strategic marketing masterstroke that returned American Eagle to its denim heritage while leveraging a powerful, recognizable face.

1. The Double-Entendre Tagline That Went Viral

The core of the campaign's virality lies in its catchy, slightly ambiguous tagline. The phrase "Sydney Sweeney Has Great Jeans" is a deliberate play on the word "genes." The ads subtly highlighted Sweeney's natural features—her blue eyes and blonde hair—implying that she was born with "great genes" while simultaneously showcasing the perfect fit of American Eagle's denim. This layered messaging was catnip for social media, driving organic discussion and shares across platforms like TikTok and Instagram.

2. Measurable, Record-Breaking Sales Growth

The financial impact of the campaign was immediate and significant. American Eagle Outfitters (AEO) saw a surge in its stock price and was able to boost its holiday sales forecast following the campaign’s launch. American Eagle’s CMO, Craig Brommers, publicly stated that the campaign was "worth every single dollar," noting that every single marketing metric was up. The brand reported double-digit increases in both men's and women's denim sales in the weeks following the launch, underscoring the power of a focused, celebrity-driven campaign.

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3. The Return to Denim Focus

For several years, American Eagle's sister brand, Aerie, with its highly successful #AerieReal campaign featuring unretouched models, often overshadowed the core AE denim business. The Sydney Sweeney campaign was a deliberate effort to pivot attention back to the brand’s foundation: trendsetting, high-quality, and great-fitting jeans. It served as a powerful reminder that AE remains a leader in the youth denim market, a position they look to amplify in their 2024 marketing strategy.

The Controversial Backlash and AE's Commitment to Inclusivity

While the campaign was a commercial success, its focus on Sydney Sweeney—a conventionally attractive, blonde, blue-eyed celebrity—sparked a backlash online. Critics argued that the ad, despite its sales success, contradicted American Eagle's long-standing commitment to inclusivity and body positivity, which has been a hallmark of its marketing for a decade.

The 'White' Controversy

Some online commentators claimed the campaign had a "white" leaning, suggesting it was a step back from the diverse, body-positive messaging championed by both AE and Aerie. Sweeney herself addressed the controversy, emphasizing that the campaign was ultimately about the product and the brand's legacy of fit and quality.

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The #AExME Platform Continues

It is crucial to note that the Sydney Sweeney campaign did not replace, but rather supplemented, American Eagle’s long-running, foundational marketing pillar: the #AExME platform. This platform remains the brand’s commitment to authentic self-expression, featuring real, everyday Gen Z cast members who are often given creative control over the shoot's styling and direction. This dual strategy allows AE to capture the attention of a broad audience through celebrity power while maintaining its authenticity and connection with its core Gen Z community via the #AExME platform.

Past campaigns under the #AExME banner have featured a diverse range of young influencers and real people, including TikTok star Addison Rae and body-positive pioneer Iskra Lawrence (for Aerie). This long-term commitment to unretouched imagery and diverse casting ensures that American Eagle's marketing message, despite a high-profile celebrity feature, remains rooted in inclusivity and real-world representation.