Sydney Sweeney's brother wryly invokes “good jeans” to stand by her amid the spirited uproar over her American Eagle campaign

7 August 2025

Trent Sweeney is accustomed to supporting his sister but this time his way of showing solidarity brought a touch of levity to a controversy that's been stirring national conversation. The campaign that launched Sydney Sweeney into headlines titled “Sydney Sweeney Has Great Jeans” debuted in late July and became rapidly divisive over its wordplay, which played off the homophones “jeans” and “genes.”

The celebrity denim project quickly triggered a firestorm when critics suggested it carried hidden overtones of eugenics and other racially charged messaging. Instead of retreating into silence Trent Sweeney, now a staff sergeant in the U.S. Air Force, celebrated his own promotion with humor: he posted a photo of his promotion certificate on Instagram and captioned it with a tongue‑in‑cheek nod to the campaign “It’s them good jeans”

The campaign featured video spots and stills of Sydney wearing a range of denim looks a Canadian tuxedo of matching jacket and jeans, baggy light‑wash styles, distressed jeans paired with simple tees and tanks. In one video Sydney offers a voice‑over about inherited traits hair color, personality, even eye color then quips “My jeans are blue,” before the narrator delivers the key line, “Sydney Sweeney has great jeans” Critics argued the ad crossed into unsettling territory, suggesting the pun implied genetic superiority or even coded messaging. Comparisons were made to a similarly provocative Brooke Shields Calvin Klein ad from 1980, which stirred controversy at the time.

In response the brand fired back with a clarifying message: the campaign was simply about confidence, personal style, and a celebration of the jeans themselves. An Instagram graphic read: “’Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.” American Eagle’s statement aimed to calm the surge of backlash and frame the campaign as inclusive rather than provocative.

Despite the online uproar, the campaign had a powerful financial impact. American Eagle’s stock price climbed roughly 10 percent, adding more than $200 million in market value in a matter of days. Sydney herself also expressed excitement, calling her experience with the brand “so exciting” and praising the jeans as “the comfiest” she’d ever worn.

The political reaction quickly followed, ramping up the noise. President Trump, upon learning that the actress had been registered as a Republican for at least a year, went on record praising the ad as “the hottest ad out there,” placing the campaign squarely into the cultural and partisan spotlight.

Amid the controversy Sydney herself has remained mostly quiet. She made her first public appearance since the campaign at a special screening of her film Americana in Los Angeles on August 3, wearing a custom gown and walking the red carpet alongside fellow cast members. Observers noted that while the campaign erupted online, Sydney has not issued a statement directly addressing the backlash,

Through it all, her brother Trent managed to steer clear of drama and instead lean into sisterly solidarity with a dash of comic timing. His Instagram quip reminded everyone that even amid heated debates and culture wars, moments of family support and levity can still shine through.