The Denim Debacle That Sparked a Culture War
Campaigns rarely go viral for the reasons brands hope. In the case of American Eagle’s Fall 2025 launch starring Sydney Sweeney, a cheeky play on words, “Great Jeans”, unleashed a tidal wave of backlash, political spin, and pop culture chaos.
What started as a denim-focused partnership quickly unraveled into a digital spectacle - dragging in celebrities, political pundits, and even internet comedians. In this article, Hollywood Branded shares what marketers can learn from the AE x Sydney campaign gone wild, and how to prep for the next viral storm.
From “Great Genes” to Great Controversy
American Eagle’s campaign was designed to be playful, nostalgic, and stylish. The hook? “Sydney Sweeney Has Great Jeans” with “genes” cheekily crossed out. It was a clever nod to denim and heritage - but the internet didn’t laugh for long. Critics accused the campaign of glamorizing eugenics and promoting outdated beauty standards. What was supposed to be fun fashion turned into a cultural critique.
As virality took hold, the original intention was lost. AE’s social team locked down. Sydney stayed silent. What we witnessed wasn’t just a backlash - it was context collapse. One line, out of context, overshadowed the entire campaign, and the brand had no fallback plan to course-correct the message.
Photo Credit: AEO-Inc
How One Campaign Became a Culture War Weapon
What made this controversy more potent wasn’t just the message - it was the unexpected political entanglement. Sydney’s Republican voter registration in Florida resurfaced. An old video of her at a gun range circulated. Right-wing media embraced her. Critics weaponized her image. And American Eagle? Caught in the crossfire.
This was no longer about denim. Fox News and VP JD Vance amplified the ad as a leftist overreach. Meanwhile, Sydney never publicly commented. It became a culture war proxy - a stark reminder that brands today are only one headline away from being politicized.
Photo Credit: Deadline
From Backlash to Billions in Publicity
Despite the controversy, the campaign delivered results most CMOs dream of. Mentions spiked to over 16,000. Audience reach topped 68 billion impressions. Publicity value? $766 million. AE stock rose between 10–18%. Fox News “The Sydney Jean” sold out in days.
This proves that in today’s meme economy, controversy equals currency. Doja Cat parodied it. Lizzo riffed with AI. Billie Eilish’s unrelated comment got dragged into the swirl. But the common thread? Everyone participated. When your campaign becomes a meme, you’ve entered cultural canon - even if it wasn’t the plan.
How to Go Viral Without Losing Control
Brands need to rethink campaign strategy. Sydney was the only face of AE’s ad - a risky bet in today’s fragmented culture. By not including diverse voices, AE made the campaign feel like a singular statement. And when backlash hit, there was no backup narrative.
Compare that to Billie Eilish’s moment. Her fans clarified the context for her, reframing the joke organically. That’s brand trust in action. For marketers, this means prepping for chaos before launch: diversify messaging, storyboard controversy responses, and build an engaged audience that will defend - not deflect - your intent.
Photo Credit: Green Matters
You Can’t Outrun the Internet - So Design for It
In 2025, brands live in a remix economy. Every post can be clipped, reframed, politicized. What AE learned - and what marketers must take seriously, is that creative control ends the moment you hit “publish.”
But that doesn’t mean fear should replace boldness. It means strategy must include chaos planning. From Sydney to Billie, the line between clever and controversial is razor-thin. Design campaigns for complexity. Prepare for remix. Build audiences who understand your voice. Then let the story unfold.
Takeaway for Marketers: Don’t fear virality. Embrace it - with structure. Be playful, but never unprepared. And when the culture war comes knocking, know who you are and how to stand your ground.
Photo Credit: The Hollywood Reporter
Eager To Learn More?
Explore more blog posts from Hollywood Branded to sharpen your campaign strategy:
-
-
- Political Campaigns, Brand Alignments, and Pop Culture: The Intersection of Politics and Commerce
- How Pop Culture Partnerships Can Future-Proof a Brand in 2025
- Representation Of Diversity In Hollywood Casting
-
Skims: The Powerhouse of Fashion Through Iconic Collaborations
-
Want to stay in the know with all things pop culture? Look no further than our Hot in Hollywood newsletter! Each week, we compile a list of the most talked-about moments in the entertainment industry, all for you to enjoy!
