When Jeans Don’t Fit: The AE x Sydney Sweeney Misstep

American Eagle is known for it’s Gen Z demographic and being authentic, inclusive, and a little bit playful. So when the brand dropped its new denim campaign starring Sydney Sweeney, you’d think it’d be an easy win. Instead, it landed like a pair of too-tight low-rise jeans: uncomfortable, outdated, and a mistake.

1. Off-Brand From the Jump

AE’s ethos is built on relatability and inclusivity. This campaign’s cheeky “genes/jeans” wordplay felt more like a borrowed Kim Kardashian moment than an AE original—and not in a way that resonated with its core audience.

2. Culture Is Complicated

Humor doesn’t travel equally. What’s “just a pun” in one context can carry heavier, even harmful undertones in another. Some consumers linked the campaign’s “great genes” message to outdated and exclusionary ideals.

3. The Boardroom Problem

When marketing decisions are made by a room full of older white execs, blind spots happen. A more diverse team could have flagged how this message might backfire before it ever left the pitch deck.

4. Pick Talent That Truly Fits

Sydney Sweeney is having a moment-but that doesn’t mean she’s the right fit for every brand. AE’s audience skews young, and it’s not a brand that needs a sexualized celebrity push to sell denim.

5. Funny Isn’t Universal

Sure, copying Kim’s “great genes” viral bit might’ve gotten a laugh internally. But if half your consumer base isn’t laughing—or worse, feels alienated—it’s not worth the risk.

The Takeaway

AE’s misstep is a reminder that virality can’t replace authenticity. When you’re rooted in youth culture, the formula is simple: know your audience, diversify your decision-makers, and make sure your talent and tone align with your brand. Otherwise, the fit will always be off.