Sydney Sweeney‘s new American Eagle campaign, promoting jeans to support domestic violence survivors, has sparked backlash for its suggestive tone.

Some critics claim it oversexualizes a serious cause. However, despite controversy, fans have defended the actress and the campaign, with some praising her for “ending woke ads.

Meanwhile, executives are reportedly calling Sydney Sweeney their biggest collaboration yet, betting her star power can revive sales and position American Eagle among trending “meme stocks.”

Sydney Sweeney’s ‘Great Jeans’ Campaign For American Eagle

Sweeney is facing criticism over her new American Eagle campaign, which, despite aiming to support domestic violence survivors, has been labeled “tone deaf” by some viewers for being “all about her boobs.”

The 27-year-old “Euphoria“ star recently launched a new initiative with the fashion brand, titled “Sydney Sweeney Has Great Jeans.”

The campaign features a denim line designed by Sweeney, with 100% of the purchase price of The Sydney Jean, priced at nearly $89.95, going directly to Crisis Text Line, a charity that offers confidential mental health support to victims of domestic abuse.

A butterfly motif is featured on the back of the jeans, symbolizing “domestic violence awareness, which Sydney is passionate about.”

However, one promotional video sparked particular backlash. In the clip, Sweeney jokes about her “genes” being responsible for her body, as the camera pans down to her chest.

She then cheekily says, “Hey! Eyes up here,” before laughing.

The Actress’s American Eagle Campaign Divides Viewers: Is It An Empowering Message or ‘Tone-Deaf’ Marketing?

While Sweeney’s American Eagle campaign has been praised for its charitable intent—donating proceeds to a domestic violence support organization, it has also stirred significant backlash for its execution.

Critics argue that the campaign’s tone, particularly its focus on Sweeney’s body, undermines the seriousness of the cause. Many viewers felt the ad prioritized sexual appeal over substance, with one viral post on X asking, “Is this really the advertisement they came up with for raising money for a domestic violence org?”

Another person commented: “As someone who has utilized & also volunteered for this organization, this is SO disgustingly tone deaf.”

One X user raged, “Launching a pair of jeans with the hope of combating domestic violence and then immediately making the campaign vid all about a woman’s t-ts is the most r-tarded, gross marketing decision. You people are rearing whole legions of brain maggots, oh my god,” one user raged.

Some Netizens Defended Sydney Sweeney’s Ad For Killing ‘Woke Advertising’

Despite the criticism, Sweeney still had supporters online. One fan on X wrote: “Woke advertising is dead. Sydney Sweeney killed it.”

Another defended her against the backlash, stating, “I’ve never seen so many people actively try to hate on a woman enjoying her run and career. B-tches be hating.”

A third person wrote, “I love her and think these ads are great, but no one is passing down American Eagle jeans. They don’t last.”

Another commented, “This is genius. She’s takinggggg it. American Icon era,” while a fifth person joked, “American Eagle stock about to spike through the roof.”

The Actress Boosts American Eagle Stock As Brand Bets On Star Power Amid’ Meme Stock’ Buzz

Since news of the Sweeney collaboration broke, American Eagle’s struggling stock saw a notable boost, reportedly climbing more than 10% on Thursday. Despite this surge, the stock remains down nearly 40% over the past year.

Some market analysts suggest the spike could place American Eagle among so-called “meme stocks,” companies whose valuations are heavily influenced by online hype rather than traditional financial metrics.

“Once a stock falls under the ‘meme’ category, the price movements can be violent and volatile, so it’s certainly not for everyone,” said Bret Kenwell, a U.S. investment analyst at eToro, in an earlier statement to the Daily Mail. “Chasing can result in being burned.”

Still, American Eagle is betting on Sweeney’s star power to help turn things around.

“With Sydney Sweeney front and center, she brings the allure,” said company president Jennifer Foyle. “We add the flawless wardrobe for the winning combo of ease, attitude, and a little mischief.”

American Eagle Shifts Strategy With Sydney Sweeney As Solo Campaign Star: ‘Our Biggest Get Yet’

The campaign comes as American Eagle is shifting its marketing strategy by focusing on a single celebrity, Sweeney, marking a departure from its usual approach of featuring multiple public figures in its campaigns.

Craig Brommers, the brand’s Chief Marketing Officer, described the move as a milestone.

Sweeney is “the biggest get in the history of our brand,” he told Modern Retail. “We’ve had a lot of success working with multiple talent in one season, so it’s not like that recipe is dead.”

He added that once Sweeney expressed interest, the team recognized it as a rare opportunity.

“There are only a few celebrities that have the cachet to be the face of a dual-gender brand, and Sweeney is one of them,” he said. “When she was into the idea of working with us, that’s when you say, I think this is a special, unique moment, and it needs to feel like that.”