Sydney Sweeney has firmly stated that she will not address the ongoing controversy surrounding her American Eagle ad campaign during her appearances at the Toronto International Film Festival, where she is promoting her new film “Christy”. In a preemptive move, she told Vanity Fair that her sole focus is on the movie and its team, not on the denim debate that has dominated headlines.
The ad campaign, launched in July, featured Sweeney with the tagline “Sydney Sweeney has great jeans,” a clever wordplay that quickly backfired. Many viewers interpreted it as a nod to eugenics, given Sweeney’s stereotypical Aryan features, and comparisons to Nazi propaganda flooded social media. This led to widespread criticism and calls for boycotts of her projects.
The backlash had tangible effects on Sweeney’s career, particularly with the release of her film “Americana” in August. The movie underperformed at the box office, grossing only $840,000 in its opening weekend, which some attributed to the ad controversy. However, her co-star Halsey publicly supported her, criticizing the focus on “denim bulls—t” over the film’s merits.
American Eagle, on the other hand, defended the campaign vigorously. Chief Marketing Officer Craig Brommers hailed it as the brand’s most successful ever, noting that Sweeney’s jeans collection sold out rapidly and attracted a surge of new customers. The company reported strong quarterly earnings, underscoring the ad’s commercial success despite the online furor.
Sweeney has maintained silence on the issue since the campaign began, refusing to comment in interviews and now at TIFF. Her dedication to “Christy,” a boxing drama based on the true story of Christy Martin, highlights her effort to keep the focus on her acting work rather than peripheral controversies.
As “Christy” debuts, the industry watches to see if the ad scandal will impact its reception or if Sweeney’s strategic avoidance will allow the film to stand on its own. Her stance at TIFF may set a precedent for how celebrities handle similar controversies in the future.