Months after their original collaboration went up in flames, American Eagle and Sydney Sweeney have released another campaign together in attempts to right their wrongs
In a shocking turn of events, American Eagle and Sydney Sweeney have collaborated once again.
Just a few months ago, the apparel company caused a frenzy when they released their Sydney Sweeney Has Great Jeans campaign. The ad was quickly met with a swarm of responses, with a few stemming from public figures like Piers Morgan, Donald Trump and Lizzo.
The drama has recently resurfaced since Sydney broke her silence on the matter. In response, the actress and company partnered together to release The Sydney Jeans. This time around, they have taken a completely different approach advocating for mental health awareness.
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On Friday, Nov. 14, American Eagle took to Facebook to announce the release of another denim piece. The company wrote, “Get the perfect fit and support a great cause with the Sydney Jean.”
The new pair appears to be the same fit as the last ones that were marketed this summer, however, there are a few altercations to the jeans and ad.
Against the back pocket of the wide-leg jeans sits a primarily pink butterfly patch. Matching the embroidered detail, a pastel pink leather logo that reads Sydney Sweeney x American Eagle is attached to the waistline.
A gold removable charm accompanies the pair, adorned with personal mementos to Sydney’s life, including a boxing glove that appears to reference her latest role as Christy Martin in a new biopic.
Within the ad, Sydney is seen laying against a cream colored couch as a touching note is plastered above, reading, “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.”
American Eagle and Sydney will be donating 100% of The Sydney Jean proceeds to the mental health nonprofit Crisis Text Line.
Despite their efforts, the campaign has once again been met with backlash.
One user said, “Turning this into a mental thing after the way the internet blew up about the original ad is actually hilariously wild.”
“Tell me your PR team is fighting for their life without telling me,” another added.
Within the original campaign for the collaboration, the Anyone But You actress was pictured wearing a complete denim ensemble as she lies down, saying, “Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour,” concluding, “My jeans are blue.”
Critics claimed there were racial undertones within Sydney’s comments. Many online deemed it “tone-deaf” and likened it to “Nazi propaganda.”
In a new interview with GQ magazine, she finally responded to the reactions.
“I know who I am. I know what I value. I know that I’m a kind person,” the actress 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.”
“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,” she concluded.
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