Sydney Sweeney has broken her social media silence with her first Instagram post since her recent American Eagle campaign sparked global outrage.
After weeks of dominating headlines over her role in the polarizing ad, which ignited a political firestorm online, the 27-year-old actress chose not to address the controversy.
Instead of defending herself or issuing an apology, the Euphoria star returned to Instagram to promote her upcoming film, Americana, which hits theaters on August 15, 2025.
‘A few years ago I filmed this little movie with some friends and now you get to meet Penny Jo,’ she captioned a slideshow of behind-the-scenes images.
The first photo showed the two-time Emmy nominee gazing ahead from the driver’s seat of a car.
Other snaps featured her grinning in a trailer, posing for a mirror selfie on a digital camera while wearing a curly blonde wig and strumming a guitar in her bedroom.
Sydney Sweeney has broken her social media silence with her first Instagram post since her recent American Eagle campaign sparked global outrage
Another shot captured her co-star, Halsey, flashing the rock-and-roll hand sign.
Last month, Sweeney was placed in the center of a fierce debate about race, marketing and accountability after becoming the face of American Eagle’s fall denim campaign.
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Consumers were divided over the ad’s tagline, ‘Sydney Sweeney has great jeans’ — a deliberate play on the phrase ‘great genes.’
One viral clip shows Sweeney standing in front of a poster reading ‘Sydney Sweeney has great genes,’ with the word ‘genes’ crossed out and replaced with ‘jeans.’
Another video includes Sweeney saying, ‘Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color,’ as the camera pans to her blue eyes, then she adds, ‘My jeans are blue.’
While the campaign’s clever wordplay was intended to be playful and bold, it ignited accusations on social media platforms of promoting racial undertones, eugenics, and white supremacy — largely due to the focus on genetics alongside Sweeney’s blue-eyed image.
On August 1, American Eagle stated: ‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans.’
‘Her jeans. Her story,’ the company insisted in their statement. ‘We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.’
Meanwhile, Sweeney has not publicly commented on the controversy.
After weeks of dominating headlines over her role in the polarizing ad, which ignited a political firestorm online, the 27-year-old actress chose not to address the controversy
Instead of defending herself or issuing an apology, the Euphoria star returned to Instagram to promote her upcoming film, Americana, which hits theaters on August 15, 2025
‘A few years ago I filmed this little movie with some friends and now you get to meet Penny Jo,’ she captioned a slideshow of behind-the-scenes images
Amid the backlash, crisis PR expert Eric Schiffer didn’t mince his words about the risks of Sweeney’s silence in an interview with DailyMail.com.
‘Sydney’s mute button is a toxic time‑bomb with some people on the left – every hour of hush hurls her wholesome brand deeper into racial quicksand,’ the CEO of Reputation Management Consultants claimed.
He warned that failing to speak out ‘will be seen as a brutal insult to many shoppers on the left.’
Schiffer continued, ‘Sydney’s no‑comment stance will scream ruthless privilege to those offended and critics feast on the void like vultures on a desert carcass.’
Still, Schiffer acknowledged how Sweeney staying quiet might resonate differently with conservative audiences.
‘For conservatives, Sydney refusing to grovel denies the mob its delicious public‑shaming ritual and would be seen as a brutal power move,’ he said. ‘Because for conservatives, silence isn’t weakness, it’s an ironclad shield against manipulative narrative‑hijackers.’
The photos featured her grinning in a trailer, posing for a mirror selfie on a digital camera while wearing a curly blonde wig, strumming a guitar in her bedroom and goofing around
Another shot captured her co-star, Halsey, flashing the rock-and-roll hand sign
The ad campaign remains visible on American Eagle’s website, which lauds Sweeney’s ‘girl next door charm’ and ‘main character energy.’
But for many observers, charm and brushing off the critics alone won’t defuse what’s now become a PR landmine.
Alexandria Hurley, a Las Vegas-based publicist, speculated to DailyMail.com that the idea to stir the pot was not a mistake at all.
‘From a PR perspective, what we’re seeing from Sydney Sweeney isn’t a “misstep” or “Pepsi moment.” It’s a calculated brand evolution. The idea that this ad slipped through the cracks underestimates both her and her team,’ she explained.
Hurley went on to point out: ‘Sydney has flirted with controversy before — from her SNL Hooters skit to her recent Bathwater Bliss collaboration with Dr. Squatch — and rather than walk it back after criticism, she’s leaned further in. That’s not oversight. That’s strategy.’
She also stressed that the ‘Great Genes’ tagline was ‘deliberately’ provocative and that the ‘racial undertones being called out aren’t subtle.’
‘Instead of apologizing, she and American Eagle quickly pivoted with a visual ‘fix,’ having her paint over the billboard. It’s a gesture that looks performative at best, especially in the absence of any direct acknowledgement of the criticism,’ Hurley stated.
Last month, Sweeney was placed in the center of a fierce debate about race, marketing and accountability after becoming the face of American Eagle’s fall denim campaign
As for whether the silence is hurting Sweeney, Hurley responded: ‘Not necessarily — because I don’t think silence is the problem. It’s the intention. This is a play for attention, not respectability. She’s embracing a kind of polarizing, headline-generating persona — and for now, it’s working. It has people talking, and brands who care more about reach than responsibility may still line up. That’s the gamble.’
Jonathon Narvey, CEO and Founder of Mind Meld PR Inc., offered a similar perspective.
‘It’s possible that American Eagle was counting on precisely this kind of media buzz. It’s not that the ad itself is controversial. The tagline is vaguely funny and Sydney Sweeney is an attractive person, so on its own, maybe this fashion would have been destined for a ‘meh’ kind of reaction. But the Internet being what it is, they may have anticipated this so-called controversy,’ he conjectured.
Christina Kroll, founder of Kroll PR, pointed to the layered risks in fashion messaging today: ‘In today’s hyper-aware media climate, where every word is scrutinized for tone and implication, simplicity isn’t always a strength.’
Kroll concluded: ‘Campaigns like this demand the insight of seasoned professionals, not interns, because understanding nuance and cultural context is critical.’
Grayce McCormick, founder of Lightfinder Public Relations and crisis communications strategist, stressed the dangers of silence.
‘A direct acknowledgment would humanize her, affirm that she’s listening, and model accountability to her young, diverse audience,’ McCormick advised.
Consumers were divided over the ad’s tagline, ‘Sydney Sweeney has great jeans’ — a deliberate play on the phrase ‘great genes’
Toni Ferrara, founder and CEO of Ferrara Media, pushed back on the severity of the criticism.
‘Not every controversy needs a Notes app apology. Sydney isn’t a politician, she’s the face of a denim ad. Her silence isn’t necessarily making things worse, it’s often smarter to let the brand take the lead when the message and controversy stems from their creative direction,’ Ferrara said.
Alexandria Hammond, Principal at BrandNEWS PR Consulting Firm, weighed in on Sweeney’s responsibility in this situation.
‘This situation is 75% American Eagle’s responsibility and 25% Sydney Sweeney’s. Major brands must have diverse voices in decision-making positions to avoid situations like this,’ Hammond added. ‘The only reason we’re hearing about this one is because of who the brand and the talent are. Sydney absolutely has the right — and the platform — to question the brand’s messaging. By agreeing to this campaign, she essentially co-signed both the brand and its message.’
Hammond warned, ‘Sydney needs to acknowledge her privilege as a white woman in her response. She cannot hide behind American Eagle’s misstep because she was a willing participant. In agreeing to this campaign, she showed that for the right price, she was willing to ignore the values of her diverse, young fan base. Bottom line: she sold out.’
While the campaign’s wordplay was intended to be playful and bold, it ignited accusations on social media platforms of promoting racial undertones, eugenics, and white supremacy; seen in 2025
Meanwhile, celebrity publicist Sarah Anne Schmidt offered a balanced view on next steps.
‘Unless she was deeply involved in the messaging itself, it’s likely the final language was handled by the brand’s creative team or agency partners. In this case, the public backlash centers on the tagline, not the visuals or creative choices that most talent weigh in on,’ Schmidt said.
Schmidt also emphasized the importance of response timing as ‘silence creates a vacuum.’
‘Speed, candor, and authenticity are the foundation of trust. A response should come from Sydney, but depending on her contract, she may not be able to speak until she aligns with the brand on their shared path forward. When she does, the tone should be empathetic and direct, not defensive,’ the publicist recommended.
While American Eagle insisted the ad ‘is and always was about the jeans’ in a press release, Sweeney has not publicly commented on the controversy
Publicist Courtney Haywood echoed the call for direct accountability.
‘In this moment, silence is for sure not golden! Silence doesn’t equal neutrality, and it reads as indifference,’ she said. ‘Especially in a cultural climate where audiences are more aware and vocal than ever, waiting too long to speak up only adds fuel to the fire.’
Haywood urged Sweeney to ‘own the moment’ and not ‘hide behind legal jargon or brand language.’
‘Acknowledge how it landed, thank the people who spoke up, and commit to learning from it. That’s what builds long-term credibility, not perfection,’ she said.