When Sydney Sweeney’s much-anticipated biopic, Christy, hit over 2,000 theaters in early November 2025, few could have predicted the storm that would follow. The film, centered on the life of boxing legend Christy Martin, opened to a surprisingly low box office figure—just $1.3 million, as reported by FandomWire. But the numbers were only the beginning. In the weeks that followed, Sweeney found herself at the center of a growing maelstrom, with her personal controversies and marketing missteps eclipsing the movie’s very subject.
It’s not every day that a Hollywood star’s off-screen choices upstage their latest project, but Sweeney’s recent trajectory has been anything but ordinary. The actress, known for her roles in Anyone But You and Euphoria, has faced a string of public controversies in 2025. Among them: a divisive American Eagle ad campaign, the launch of a bathwater soap product, rumors of political associations, and a highly publicized relationship with music manager Scooter Braun. To top it off, she recently broke up with her fiancé, Jonathan Davino, fueling further tabloid speculation (FandomWire).
Of all these incidents, it was Sweeney’s collaboration with American Eagle that proved the most combustible. Back in the summer, the brand’s “Sydney Sweeney Has Great Jeans” campaign debuted, featuring the actress in a denim ensemble and riffing on the word “jeans” with a play on “genes.” Her narration—“Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour. My jeans are blue”—was meant to be cheeky. Instead, it triggered a fierce backlash. Critics online, including high-profile names like Piers Morgan, Donald Trump, and Lizzo, accused the ad of being tone-deaf, with some alleging racial undertones and even likening it to “Nazi propaganda” (as reported by FandomWire and other outlets).
The internet, never one to let a controversy go quietly, exploded. Social media users and commentators called the campaign “tone-deaf,” with some suggesting it was insensitive or even racially charged. The backlash was swift and severe, and American Eagle found itself scrambling to control the fallout. The company quickly pulled back on the campaign, but the damage was done—both to Sweeney’s reputation and to the brand’s public image.
Months later, American Eagle and Sweeney made the bold decision to try again. On November 14, 2025, they launched a new campaign: The Sydney Jean. This time, the approach was starkly different. Instead of clever wordplay, the focus was on mental health awareness. The new jeans featured a colorful butterfly patch on the back pocket, a soft pink leather label with “Sydney Sweeney x American Eagle” on the waistband, and a gold detachable charm adorned with personal keepsakes from Sweeney’s life—including a boxing glove, a nod to her role as Christy Martin (as described by both FandomWire and the campaign’s official Facebook announcement).
In the latest advertisement, Sweeney is pictured reclining on a cream-colored sofa, her message floating above: “I hope when you wear these jeans, you feel beautiful, strong and a part of something bigger. Something rooted in love and resilience. Love, Sydney Sweeney.” The campaign’s charitable angle was also front and center—100% of profits from The Sydney Jean would be donated to Crisis Text Line, a nonprofit focused on mental health support.
American Eagle’s Facebook post read: “Get the perfect fit and support a great cause with the Sydney Jean.” The intention was clear: turn a PR nightmare into a force for good, and perhaps redeem both the brand and its embattled celebrity partner. The jeans themselves, while similar in cut to the summer’s ill-fated release, now carried the symbolism of transformation and resilience—embodied by the butterfly patch and the boxing glove charm.
Despite the new focus and charitable mission, the campaign once again drew criticism. Social media users were quick to weigh in, with one remarking, “Turning this into a mental thing after the way the internet blew up about the original ad is actually hilariously wild.” Another commented, “Tell me your PR team is fighting for their life without telling me.” The skepticism was palpable, and for some, the pivot to mental health awareness felt less like genuine advocacy and more like a calculated attempt at damage control (FandomWire, campaign social media reactions).
Still, Sweeney herself seemed determined to move past the controversy. In a recent interview with GQ magazine, she broke her silence on the matter. “I know who I am. I know what I value. I know that I’m a kind person,” she said. “I know that I love a lot, and I know that I’m just excited to see what happens next. And so I don’t really let other people define who I am.” Addressing the ad specifically, she added, “I did a jean ad. I mean, the reaction definitely was a surprise, but I love jeans. All I wear are jeans. I’m literally in jeans and a T-shirt every day of my life.” Her words, reported by multiple outlets, echoed a sense of bewilderment at the scale of the backlash, but also a resolve to stay true to herself.
The saga of Sydney Sweeney and American Eagle is a case study in the volatility of celebrity endorsements in the age of social media. What began as a straightforward brand partnership quickly spiraled into a national talking point, with every misstep amplified and dissected online. The attempt to course-correct—by tying the new campaign to mental health advocacy—may have been well-intentioned, but it also exposed the challenges brands and celebrities face in regaining public trust once it’s been lost.
Meanwhile, Sweeney’s personal life has remained under the microscope. Her breakup with Jonathan Davino, coupled with rumors about her political leanings and high-profile relationships, has kept her name in the headlines for reasons far removed from her acting achievements. Whether this latest campaign will help rehabilitate her public image—or simply add fuel to the fire—remains to be seen.
One thing is certain: in today’s celebrity-driven culture, the line between star power and public scrutiny is thinner than ever. For Sydney Sweeney, every move is watched, debated, and, sometimes, harshly judged. As the dust settles from the Christy box office disappointment and the American Eagle controversy, both the actress and the brand are left to contemplate their next steps in an industry where redemption is never guaranteed—but always possible.
