The Great Jeans Debate: What Really Happened?

In July 2025, a humorous fake apology letter went viral, allegedly from American Eagle regarding their ads featuring Sydney Sweeney. The letter jokingly commented on her looks and even mentioned "denim sensitivity training." Many believed it was real, but it was merely a joke.

The ads showcased Sydney Sweeney in jeans, sparking debates. Some interpreted them as comments on race and beauty standards, while others deemed the backlash an overreaction. The ads played on words, using "genes" instead of "jeans," which some saw as a nod to eugenics, a controversial topic. Others dismissed it as clever wordplay.

The fake apology letter first surfaced on social media, created by a content maker as a joke. However, some took it at face value. American Eagle never responded, and the creator later clarified its fictional nature.

American Eagle aimed for bold marketing. Their marketing chief stated they wanted to push boundaries, but the ads divided opinions. Some found them too sensual, while others thought the backlash was excessive.

The ads also supported a good cause: American Eagle planned to donate proceeds from a special jean to a charity. However, some links in their announcement didn't work, possibly due to the negative reactions. An executive's post about the ads also vanished.