11.12.25 Share to: Facebook, X, LinkedIN
In the summer of 2025, Sydney Sweeney, the Euphoria star, teamed up with American Eagle for a bold advertising campaign called “Sydney Sweeney Has Great Jeans.” The campaign was a massive hit, with jeans selling out in days and the company’s stock soaring. But it also stirred up controversy, with some critics claiming the ad’s wordplay on “jeans” and “genes” promoted problematic ideas. This debate thrust Sweeney into a larger conversation about “wokism,” a term used to describe social awareness or, sometimes, performative activism. While Sweeney’s stance challenged corporate trends, the story illustrates the complexity of these issues, balancing genuine concerns with oversimplified labels.
The American Eagle Ad: A Smash Hit with Some Static
On July 23, 2025, American Eagle launched its “Sydney Sweeney Has Great Jeans” campaign, featuring Sweeney in a nostalgic Y2K-inspired look. The advertisement was a huge success: limited-edition jeans, including “The Sydney Jean,” sold out within a week, with some selling out in just a day. The campaign boosted American Eagle’s stock by 10–25%, adding $200–$300 million to its value, and racked up 40 billion online impressions. It also donated profits from some items to domestic violence awareness, earning praise. However, critics on social media, like TikTok and X, accused the ad of promoting “whiteness” or “eugenics” due to its tagline and Sweeney’s appearance. These claims sparked heated debates, with some fans and activists embracing “wokism” to voice their concerns, while others viewed the criticism as overblown.
Sweeney’s GQ Interview: No Apology, Big Reaction
Fast forward to November 4, 2025, when Sweeney sat down with *GQ*. When subtly pressed about the ad’s controversy, she refused to apologize, saying, “It’s just jeans. It’s my story, my vibe. People twisted it into something it’s not.” Her calm defiance won over conservative leaders and commentators. President Donald Trump, who had praised the ad in August, called her stance bold, while Vice President JD Vance and media figures like Megyn Kelly cheered her for resisting “woke hysteria.” Sweeney’s comments went viral, with some mocking her delivery online, but her refusal to back down kept the story in the spotlight.
Sweeney’s GQ Interview: No Apology, Big Reaction
Fast forward to November 4, 2025, when Sweeney sat down with GQ When subtly pressed about the ad’s controversy, she refused to apologize, saying, “It’s just jeans. It’s my story, my vibe. People twisted it into something it’s not.” Her calm defiance won over conservative leaders and commentators. President Donald Trump, who had praised the ad in August, called her stance bold, while Vice President JD Vance and media figures like Megyn Kelly cheered her for resisting “woke hysteria.” Sweeney’s comments went viral, with some mocking her delivery online, but her refusal to back down kept the story in the spotlight.
What Is Wokism, and Why Do Companies Use It?
“Wokism” comes from the term “woke,” originally meaning awareness of social injustices, like racism, from African-American communities. Today, it’s a loaded word, sometimes praising social activism, other times mocking performative or overly sensitive behavior. American companies adopted “woke” marketing in the 2010s to appeal to younger consumers who value brands with social or environmental stances. For example, Nike’s 2018 Colin Kaepernick ad embraced racial justice, boosting sales. But this trend led to backlash, with critics coining “go woke, go broke” to argue that such campaigns alienate customers, as seen in Bud Light’s 2023 sales drop after a controversial ad.
The Bigger Picture:
Sweeney, American Eagle, and Wokism
The Ad’s Success
The American Eagle campaign was a financial triumph. Sweeney’s jeans sold out quickly, and the company’s stock surge showed strong market support. The ad’s 40 billion impressions brought in new customers, making it a “brand reset” for American Eagle, especially during the back-to-school season.
Sweeney’s Stance Against Woke Culture
Sweeney and American Eagle didn’t bow to critics accusing the ad of insensitivity. Sweeney’s GQ comments rejected the idea that she needed to apologize, aligning with those who see “wokism” as performative pressure. Conservative fans, including Trump, praised her for standing firm, turning her into a symbol of resistance against corporate trends that push progressive ideals for profit.
Why the Interview Made News
Sweeney’s GQ interview grabbed headlines because it reignited the ad’s controversy. Her refusal to apologize, combined with conservative support and viral social media reactions (like TikTok parodies), kept the story alive. It tapped into a larger cultural debate about whether companies should cater to “woke” expectations or stick to their original vision.
Woke Capitalism and Profitability
Woke capitalism—when companies promote social causes for profit—can work when done right. Nike’s Kaepernick campaign added $6 billion to its value, and Unilever’s eco-friendly brands grow 69% faster than others. Studies, like one from McKinsey in 2020, show diverse companies can be 36% more profitable, supporting “woke” strategies like diversity initiatives.
Challenges to Woke Capitalism
Not every attempt succeeds. Bud Light’s 2023 campaign with Dylan Mulvaney led to a $1 billion sales drop due to boycotts. Critics call this “woke-washing,” when companies seem insincere, like Pepsi’s 2017 ad that trivialized protests. These missteps fuel the “go woke, go broke” idea.
Why Woke Capitalism Continues
Despite risks, companies use woke marketing because younger consumers demand it. A 2021 survey found 50% of business leaders see social stances as key to loyalty. Laws, like the UK’s Companies Act, also encourage considering community impact, aligning profit with purpose.
A Closer Look at American Eagle’s Approach
American Eagle’s campaign wasn’t “woke.” It focused on fashion, not social justice, and faced criticism for allegedly excluding others. By not apologizing, American Eagle avoided the trap of performative apologies, unlike brands that pivot to please critics. Sweeney’s stance mirrored this, rejecting pressure to conform.
How They Challenged Woke Norms
American Eagle and Sweeney stood their ground, with Sweeney’s GQ comments and the company’s focus on sales over controversy. Trump’s endorsement and conservative praise framed the campaign as a pushback against “woke” demands, resonating with fans tired of corporate pandering.
Profitability Through Controversy
The campaign’s success—sold-out jeans, stock gains, and new customers—came from its broad appeal and the buzz of controversy. While not woke, it showed how tapping into cultural divides, like anti-woke sentiment, can drive profits, much like woke campaigns do for progressive audiences.
Why It Matters
Sweeney’s story shows the tension in today’s marketing world. “Wokism” is a tricky term, sometimes used to simplify real issues like inequality. The backlash against woke capitalism raises valid concerns about fake activism, but it can also dismiss efforts to do good. Sweeney’s refusal to apologize challenges companies to be authentic, but it doesn’t change the fact that social trends, woke or not, drive sales.
The story of Sydney Sweeney and American Eagle reminds us that behind every ad campaign are real debates about what companies stand for. Whether it’s jeans or justice, the choices brands and stars make keep us talking—and shopping.
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