American Eagle has enlisted a new celebrity following the controversy surrounding Sydney Sweeney’s ‘genes’/jeans summer advertisement.
Earlier this year, Sydney Sweeney faced online criticism for her role in an American Eagle commercial. Detractors argued that featuring the Euphoria actress to promote her “great genes” suggested an endorsement of eugenic concepts.
The Fall 2025 campaign showcased the 28-year-old actress in a double denim ensemble, accompanied by the tagline: “Sydney Sweeney has great genes.”
The word ‘genes’ was then humorously altered to ‘jeans’, utilizing a play on words.
The advertisement sparked outrage, with some labeling it as an act of white supremacy due to the wordplay involving an actress known for her blond hair and blue eyes. Criticism even came from a fellow celebrity.
In response, American Eagle has launched a new advertising initiative, featuring a different celebrity to represent their denim collection.
The brand has now appointed celebrity chef and beloved American figure Martha Stewart as their representative for the upcoming holiday season. The 84-year-old lifestyle expert is the face of American Eagle’s Give Great Jeans Campaign for the holidays.
Speaking to PEOPLE, Stewart expressed her enthusiasm for the campaign, noting: “Denim is a universal gift that works for everyone on your list. Jeans have always been a staple in my wardrobe, and giving a great pair of AE jeans is always a nice gift to give. I’m constantly moving between decorating, cooking and, most importantly, wrapping gifts, and I need to make sure I have an outfit that is comfortable and stylish.”
In the advertisement, Stewart is seen in an all-blue setting, preparing Christmas presents for a loved one while dressed in denim.
This announcement comes shortly after Sweeney shared her perspective on the situation during an interview with GQ.
In her conversation with GQ writer Katherine Stoeffel, Sweeney responded to the backlash by stating: “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 like every day of my life.”
When GQ inquired about her experience following President Donald Trump’s unexpected defense of her in the American Eagle ad, Sweeney described it as ‘surreal’.
“I kind of just put my phone away,” she explained. “I was filming every day. I’m filming Euphoria, so I’m working 16-hour days and I don’t really bring my phone on set, so I work and then I go home and I go to sleep. So I didn’t really see a lot of it.”
When asked if she wished to comment on the criticism regarding ‘white people shouldn’t joke about genetic superiority’, Sweeney remarked: “I think that when I have an issue that I want to speak about, people will hear.”
UNILAD has reached out to American Eagle and Sydney Sweeney’s representatives for further comment.