American Eagle Ad Campaign Soars with Sydney Sweeney, Great Denim, and No “Body Positivity” Nonsense
The ad campaign, inspired by those of the 1980s, triggered the woke mob with its jeans/genes pun.
Legal Insurrection readers will recall that I have written about the woke attempts to normalize obesity as “body positivity” and deride any attempt to promote a healthy height-to-weight ratio as “fat shaming.”
This trend was especially troubling during the earliest stages of the COVID pandemic, when the disease appeared to be at its most virulent. Many studies suggested a significant tie to obesity and poor COVID outcomes, yet our mainstream media attempted to ignore the facts as they did not suit the narrative.
It appears we may have turned a corner on the “body positivity” nonsense, and I am here for it.
American actress Sydney Sweeney recently partnered with American Eagle (AE) to create a new ad campaign for the fall that has revitalized the brand’s image and has also sparked a remarkable turnaround for the youth apparel icon. The 2025 fall campaign, centered around Sweeney and AE denim, appears to be a hit with Gen Z fashion fans and Wall Street as well.
The company’s shares rose more than 10% before closing up 4.2% on Thursday after it unveiled its new marketing blitz, which features the “Euphoria” star sporting a denim jacket over her otherwise bare torso.
In a sultry video spot, Sweeney leans under the open hood of a vintage Mustang GT350 in a tight tank top, then slams the hood shut — and wipes her hands on her butt before hopping into the car and peeling off.
The edgy ads appeared to defy the “wokism” lately embraced by some major brands — sometimes with disastrous effects, according to commenters on social media.
“Based ad campaigns are back, and wokery is gasping for breath,” commented X user Zia Yusuf — using the Gen Z term “based” that typically signifies something which is controversial yet true.
In fact, AE stock soared 18% after the ads began appearing on social media. One of the best, and I think most accurate comments, is that the new AE campaign is channeling the 1980s.
Beautiful: One of the Sydney Sweeney ads for American Eagle jeans, is a direct reference to one of the (in)famous Brooke Shields ads for Calvin Klein.
They’re bringing the 1980s back for us.🙂👌
Trivia: Brooke kept her jeans from the ads, & a pair sold at auction for $30,000… https://t.co/Iq8fsjsBBw pic.twitter.com/WZnvhK4nTg
— ┴┬┴ 𝕋𝕒𝕪𝕝𝕠𝕣 𝕆𝕨𝕖𝕟𝕤 ┴┬┴ (@anukasan1977) July 26, 2025
There are many things I miss about the 1980s. Glamor is one of them.
Unfortunately, the woke and those who bitterly cling to “body positivity” and victimhood are incredibly unhappy. The elite media refers to the ads as “controversial” as they promote the hysterical and nonsensical takes on the AE campaign. But I have to say the anti-white race hate in the remarks published in the reports about this “nontroversy” is positively chilling.
“Maybe I’m too f***ing woke. But getting a blue-eyed, blonde, white woman and focusing your campaign around her having perfect genetics feels weird,” one wrote on X.
“I like Sydney Sweeney and American Eagle as much as the next guy but ‘we must secure the existence of our people and a future for white children’ is a crazy tagline for selling jeans,” another tweeted.
Each whiny rant gives me that much more reason to go out and buy AE jeans. Even though I am in my 60s, I think I can still rock a pair.
I have to say, the references to “Nazis” are especially inspirational — for me to get a jacket to go with the jeans.
According to this woke TikToker, American Eagle is using Sydney Sweeney to promote fascist propaganda with her good jeans. pic.twitter.com/SuFzLOfGjQ
— Catch Up (@CatchUpFeed) July 28, 2025
“I thought it was gonna be, like, kinda bad, but wow. That’s gonna be in history books!” one TikTok user posted.
“I will be the friend that’s too woke, but those Sydney Sweeney American Eagle ads are weird. Like, fascist weird. Like Nazi propaganda weird,” another user with a septum piercing mused.
“Like, a blonde-haired, blue-eyed white woman is talking about her good genes. That is Nazi Propaganda,” she added.
One ad with an attractive white woman is all it took for the media to lose its mind pic.twitter.com/fJKQ0M8BLl
— End Wokeness (@EndWokeness) July 29, 2025
I am apparently not the only one who feels that way.
Sydney Sweeney American Eagle Campaign ENDS Woke Marketing pic.twitter.com/hdHYrftQpf
— Pop Culture Crisis (@popculture_show) July 26, 2025
American Eagle advertisement, 2019 vs 2025. Woke is dead.
All hail THE Goddess Sydney Sweeney 🔥 pic.twitter.com/wwZ5pGalbM— popculture 2000s (@Y2KPopCulture) July 25, 2025
The campaign may have far-reaching global impacts.
If Sydney Sweeney in American Eagle proves one thing…
It’s that Western culture is worth fighting for.
Celebrate beauty. Embrace tradition. Reject the woke death spiral.
🇬🇧 Follow me if you want Britain to fight back. pic.twitter.com/R3kFjiahJ9
— Pax Britannia (@BritanniaRising) July 24, 2025
In conclusion, this is a very healthy development for our society — both mentally and physically. I have every intention of supporting American Eagle with my dollars, in hopes that the return to normal standards of health and beauty continues. I would love to see all the woke disappear from entertainment and advertising.
Donations tax deductible
to the full extent allowed by law.
Comments
Anheuser-Busch & Jaguar take note.
Too late!
Golden Pilsner Yuengling® Golden Pilsner was born in 2018 from six generations of brewing expertise by D.G. Yuengling and Son, Inc., America’s Oldest Brewery. this highly sessionable beer is our interpretation of an outstanding, modern pilsner.
What in sam hill is a “sessionable” beer?
Just another name for low-alcohol beer.
Why can’t I close those stupid ad windows? Very distracting!
Sweeney rocks!
(On a Mac in Safari? Google “hide distracting items.”)
Now that’s what I’m talken bout!
You have never witnessed true hatred until you see a woman confronted with another woman that is prettier and more successful than she it.
Or who is happier in general.
The 2019 ads had only one requirement. To sell lots and lots of fabric.
2025 ads. To sell the least amount of fabric possible.
/s
But it’s at the same price, so win-win.
The car was damn nice, too!
You can’t peel off in an EV with the same roar and speed.
Wokeness simply asked too much when it demanded ugliness be celebrated.
I guess the commenters don’t realize they are actual Nazis.
Sweeney has apparently discovered something that young women used to learn early—the power of femininity.
Morbidly obese people should never have been put on a pedestal.
They need help.. not affirmation.
SMH
The scientist in me wonders how many lesbians are lesbians by choice and how many saw it as an easier road that allowed lots of ice cream and zero trips to the gym. If you are an overweight heterosexual woman, you catch some flack, but if you are an equally overweight lesbian, you get a parade and an entire month to be even more obnoxious. I don’t know. To me it is just low effort living.
It’s time we used one of the left’s favorite tricks against them: hijack the term “body positivity” and redefine it to be what WE want — namely, this.
Hopefully this marks a return to normalcy. The majority of the public is ‘over’ the uncivil rantings and totalitarian impulses of the obese, the green dyed hair, the ‘TQIA’, the bogus claims of victim hood and oppression, the demands to embrace all sorts of deviant behavior in public (in private among consenting adults …go for it), the sickos who want to normalize paedophilia, the calls to grant amnesty to illegal immigrants and the folks that illegally employed them and to forgive/forget the Covid Karen/Fauci Fascism. Nope most of us are well past done with these groups and those who promoted, popularized and defended them. Time for ‘team weirdo/wokiesta’ to sit down, be quiet and reflect on their transgressions.
We need Lizzo to provide her thoughts . . .
(Must… find… chocolate…)
Lizzo is on the Seafood diet. She sees food, she eats it.
Woof !
Just what I was going to say.
She’s cute as a button.
She knows she’s cute as a button.
What exactly is the problem recognizing that.
At 68, all I really have left is to visually appreciate a beautiful feminine form,
Why do these progressives want to not only take that away from me, but they want me to feel guilty in the process.
And they call me the fascist….
#1 Nobody: Gee what do unattractive left wing scolds have to say about this hot chick in jeans ad?
#2 AE was all about woke before this ad campaign. The people now giving us blonde hotties in ads were giving us gay transgender Shamoo in underwear ads 6 months ago.
I’m all about seeing a return to sanity, but as HotAir said… stopping the crime is not enough. People need to be fired. CEO level firings. They all still have the same jobs.
Whores don’t care how they get the money…
If Shamoo brought in the dough, so be it. If the weird o’nes bought AE because it appealed to them, so be it.
Regardless of how SS’s ass looks in those jeans, and how appealing her tits are with the low cut denim jacket, I still won’t buy from AE. Not my market.
But I can still appreciate tits and ass and not care what anyone else thinks about me liking it.
Green haired fat girls with septic rings and gauges, not so much.
you have to go back to
baby got back
sir mix a lot
really good song
but once again it empowered the underlying racism that the left pushes
now here we are decades later and this BEAUTIFUL YOUNG WHT FEMALE is having to bear the brunt of blmplo fashion police
I am NOT referring to obese in this comment. Here goes:
I recall a lot of big women – again not huge-butted obese, just big – dressing with some sense of taste and fashion sense back in the 60s and 70s. Lane-Bryant offered a lot of clothing DESIGNED to let big women look well-dressed and sensible.
I miss those days.
They are still around. My wife buys from them sometimes and still the same, no size 4 clothes, like 12 and up. And still classy.
Lane Bryant, KingSize, Woman Within, Roaman’s, Jessica London, and a full complement of others are still alive and thriving. They are all part of a conglomerate called Fullbeauty Brands.
In the ’70s while at college, I used to stop in Brockton a couple times each year to buy shoes at King Size. You aren’t going to find size 15 steel-toed boots at Payless.
There is literally a BIG difference between a large woman and an obese woman. (Or man)
As my wife puts it, “drop the cookie.” There is a difference between eating a cookie and eating a box of cookies in the same sitting.
Nice to see a really female body celebrated. Sweeney isn’t the prettiest girl on Earth but she has a killer shape.
The jeans look pretty bad. Bad denim, bad fit, bad look. But Sweeney’s rack makes the jeans acceptable. Other than that, they seem to scream “Dexy’s Midnight Runners”.
The fit’s negotiable. It puts one in mind of sleepwear, or maybe a stuffed toy. On her, it works.
If she wore satin, she’s be the great satin.
This is what every commercial looked like when I was a kid, and every garage had a calendar full of attractive girls (in various state of dress). The wasn’t a single fat person in any ad, er even on TV unless you consider Redd Foxx fat.
Fat in those days was Jackie Gleason, Curly, Bluto, and Kate Smith.
Yes. Where are the Ridgid tool calendars these days? They were a standard in every shop (auto, machine, carpenter, you-name it) back in the day.
I don’t know about AE as a brand, but I see “new” brands in the denim departments of stores. I know nothing about them, but they don’t look like they are meant for working folk. I’m a Wrangler guy, but had to compromise many years ago to buy the “relaxed fit” rather than the originals. Same weight but it’s moved around. I took years for a new pair to work its way from “formal/public” wear on down to where it was only fit for the barn… I don’t think the AE and other “fashion” denims would take more that a few months from the look of them. I’m 80 and have a couple pair of Ws in the closet that qualify as “last pairs”, like the Ram in the garage is the last truck.
All that said, I like the ads for most of the reasons proffered above. 🙂
One has to laugh at a cow with a nosering complaining that non-Woke content is Nazi.
Or should I not insult cows like that? They are nice animals after all whereas Woko Haram are animals but not nice.
There is little more completely repulsive and disgusting than nose hardware.
She just looks high maintenance to me.
Sweeney, or Elsie?
the double entendre touch is brilliant
she looks normal–friendly, fun to be around, secure in herself and her life–the antithesis of a wokeista
have been wearing 501s for sixty years or so and will likely die in a pair–won’t be buying their jeans but really like their hellacious ad
Too bad Levi’s won’t put out an ad like that.
Side note. Brooke Shields still looks hot today. Sydney Sweeney will probably look hot 50 years from now, long after I am dead… unless she gets Pamela Anderson level Botox.
“crisis expert” molly mcpherson weighed in saying the company knew exactly what they were doing when they made the ad
SO WHAT!!!!
WE APPLAUD THEM!
the same “expert” has great credentials and was recently “honored” by saying that the CEO caught in the coldplay kissn issue…would be fored or quit
wow!!!
In about a month we will see an avalanche of copy cat ads.
As the Critical Drinker tweeted. “Nature is Healing”
Good.
Now right wing journalists and bloggers need to turn off the rage porn that spews out of the mouth of every lefty spinster scold’s mouth. Before the internet, no one listened to these people. Let’s also re-live THAT trend while we’re at it.
When we do get around to replacing all the residential mental health facilities that got closed since Reagan, we should take care to make them at least twice as big as envisioned. These people need love and quarantine.
Fake controversy. Walmart isn’t going to stop selling extra large sizes. If you can’t fit into AE there are other brands.
Late to the party but LL Bean makes better pants without politics or adipose tissue.
You may have been late to the party, but right on time!
I learned something new today. Adipose…
Thanks.