New celebrity unveiled on American Eagle ad after 'disturbing' Sydney Sweeney campaign sparked major controversy
American Eagle has hired a new celebrity weeks after Sydney Sweeney’s controversial 'genes'/jeans summer ad was called out.
A few months ago, Sweeney was slated online for her involvement in an American Eagle advert. Critics said choosing the Euphoria star to say she has great genes seemed to hint at eugenic ideology.
The Fall 2025 collection had the 28-year-old actor in a double denim concoction while the tagline read: "Sydney Sweeney has great genes."
The word 'genes' was then crossed out and replaced with 'jeans', in a bit of world play.
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People were enraged, with a few even describing it as white supremacy, because it chose to use the wordplay with an actress who has blond hair and blue eyes. Even a fellow celebrity called her out.
Now, the brand has announced a new ad campaign, and it has hired a different celebrity to bring its denim to life.
Celebrity chef and America’s sweetheart Martha Stewart has now been chosen to advertise the brand during the holidays. The 84-year-old guru is now the face of American Eagle’s Give Great Jeans Campaign holiday campaign.
She told PEOPLE that the concept of the campaign is ‘delightful’, stating: "Denim is a universal gift that works for everyone on your list. Jeans have always been a staple in my wardrobe, and giving a great pair of AE jeans is always a nice gift to give. I’m constantly moving between decorating, cooking and, most importantly, wrapping gifts, and I need to make sure I have an outfit that is comfortable and stylish."
The ad sees Stewart in an all-blue room as she prepares a loved one's Christmas present in her denim.
The news of her campaign comes just weeks after Sweeney spilled the beans on her side of the story during an interview with GQ.
She said to GQ writer Katherine Stoeffel, in response to the backlash: "I did a jean ad.
"I mean, the reaction definitely was a surprise, but I love jeans. All I wear are jeans. I’m literally in jeans and a T-shirt like every day of my life."
When GQ asked her 'what it was like' when President Donald Trump was one of the first to come to Sweeney's defense in the American Eagle jeans ad, she said it was 'surreal'.
"I kind of just put my phone away," she explained. "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."
Stoeffel then asked her if she wanted to say anything about the criticism that 'white people shouldn't joke about genetic superiority', Sweeney said: "I think that when I have an issue that I want to speak about, people will hear."
UNILAD reached out to American Eagle and Sydney Sweeney's representatives for comment.
Topics: Celebrity, Social Media, Sydney Sweeney, Fashion
Britt Jones