Joshua Goldman
Joshua Goldman
min read · July 25, 2025 · Entertainment

Sydney Sweeney's Controversial Campaign: Domestic Violence Support or Tone Deaf Marketing?

'The Sydney Jean' (pictured) has a butterfly motif on the back that 'represents domestic violence awareness, which Sydney is passionate about', and 100per cent of the purchase price of will be donated to Crisis Text Line

Sydney Sweeney's Latest Ad Campaign Sparks Outrage and Meme Stock Frenzy

In a move that has left many stunned, Sydney Sweeney, the 27-year-old actress known for her roles in Euphoria and The Handmaid's Tale, has sparked backlash with her latest ad campaign supporting victims of domestic violence. The collaboration with American Eagle, titled "Sydney Sweeney Has Great Jeans," has been branded "gross" and "tone deaf" by critics who claim it prioritizes sex appeal over the serious cause.

The actress, who has been tipped to play a Bond girl in the next 007 movie and has launched her own lingerie brand with backing from Amazon billionaire Jeff Bezos and his wife Lauren Sanchez, modelled her own designs in a racy photo shoot for the campaign. While proceeds from the clothing line will go to charity, critics argue that the suggestive jokes and over-the-top marketing strategy are in poor taste.

The new collaboration was also advertised in a sultry clip where Sweeney tells the camera 'my body's composition is determined by my genes'

In one particularly cringeworthy moment, Sydney makes a joke about her chest, telling the camera, "Hey! Eyes up here" as the shot pans down to focus on her cleavage. The quip has been slammed for "oversexualizing" the actress in a poignant and serious cause.

One outraged commenter questioned the ad's tone: "Is this really the advertisement they came up with for raising money for a domestic violence org?" Another added, "As someone that’s utilized & also volunteered for this organization this is SO disgustingly tone deaf."

The backlash has been so severe that many have taken to social media to express their disgust and confusion. One user quipped, "Advertisement for women’s jeans symbolizing a fight against domestic violence btw." Another simply stated, "This is in such bad taste because apparently this campaign is to raise money for domestic violence victims… Usually I don't care for Sydney's 'look at my boobs' gist."

Despite the outrage, American Eagle's stock has seen an impressive 10% spike since news of the collaboration broke. Analysts have noted that the surge puts the company in line with other "meme stocks," whose prices are driven more by online hype than fundamentals.

The trend took off during the pandemic as bored workers stuck at home plotted on social media to push up prices of struggling stocks like GameStop and AMC in a bid to spite hedge funds that had bettered the market. However, those stocks eventually collapsed as their businesses couldn't support the social media-fueled hype.

"It's certainly not for everyone," warned Bret Kenwell, a US investment analyst at eToro, speaking to TheScholarlyNote.com. "Chasing can result in being burned."

In an effort to revive its bottom line, American Eagle is pinning its hopes on retaining Sydney Sweeney as the face of their brand. President Jennifer Foyle praised the actress's allure, stating, "With Sydney Sweeney front and center, she brings the charm." The company has changed its marketing strategy by focusing on a single celebrity, with Sweeney being hailed as the "biggest get in the history of our brand."

However, not everyone is convinced that this new approach will pay off. As one commenter noted, "I don't care for Sydney's 'look at my boobs' gist." Others have pointed out that prioritizing sex appeal over the serious cause of domestic violence is a misguided move.

Sydney Sweeney has been working tirelessly on her lingerie brand, which has backing from some very powerful investors. The venture is set to launch "very soon," according to sources close to the actress.

As the controversy surrounding American Eagle's campaign continues to unfold, one thing is clear: Sydney Sweeney's name and image are at the center of it all. Whether this will ultimately be a boon or a bust for her career remains to be seen.

Supporting Resources

For those affected by domestic violence, the following resources are available:

  • Refuge’s National Domestic Abuse Helpline: 0808 2000 247 (free, confidential support 24/7)
  • Live chat service: Monday-Friday, 10am-10pm; weekends, 10am-6pm
  • Visit www.nationaldahelpline.org.uk for further information and advice
  • For support with tech-facilitated abuse, visit www.refugetechsafety.org

People responded with fury to the ad which they felt overly-sexualised Sweeney when one of the jeans is set to donate money towards Crisis Text Line

The actress launched her new collaboration with American Eagle this week, titled 'Sydney Sweeney Has Great Jeans', and modelled her own designs in a racy photo shoot

'I have great jeans¿now you can too,' wrote Sweeney on Instagram as she debuted one of the commercials

But an accompanying sultry clip has been criticised for overly-sexualising Sweeney when she is donating the purchase price of a pair of jeans towards a domestic violence charity

One user commented: 'I¿m actually disgusted. As someone that¿s utilized & also volunteered for this organization this is SO disgustingly tone deaf'

A skeptical user added: 'the profits for these jeans go to a domestic violence charity and they're being marketed like this....'

The collaboration sent American Eagle's stock up more than five percent on Thursday morning

Sweeney has enjoyed a meteoric rise in recent years, starring in TV shows such as Euphoria (pictured) and The Handmaid's Tale

Sweeney, pictured in hit film Anyone But You,has also worked with a host of big-name brands, including Laneige and Frankie's Bikinis