Sydney Sweeney Sidesteps American Eagle Controversy at TIFF 2025

As a journalistic expert providing a well-researched, analytical take with key insights and data, I’m Zoe Bennett, and I’m here to break down the latest developments in the Sydney Sweeney and American Eagle saga. Sydney Sweeney has made it clear that she won’t be discussing her contentious American Eagle jeans ad during her appearance at the Toronto International Film Festival (TIFF) 2025. Instead, she’ll be focusing on her new film, Christy, a biopic about famed boxer Christy Martin.

Sydney’s decision to steer clear of the American Eagle controversy comes after the brand’s campaign, which played on the homophones “jeans” and “genes,” sparked backlash. The ad, released in July, featured Sweeney and referenced her blonde hair and blue eyes, leading to accusations of objectification. American Eagle responded to the criticism by standing their ground, stating that the campaign was “about the jeans” and celebrating how everyone wears their AE jeans with confidence.

Despite the brand’s defense, Sweeney has yet to publicly address the controversy. Her focus on Christy, which is set to make its world premiere at TIFF, suggests that she’s prioritizing her film over the ad’s backlash. In an interview with Vanity Fair, Sweeney emphasized that she’s “there to support my movie and the people involved in making it,” adding that she’s “not there to talk about jeans.”

The American Eagle campaign has been a commercial success, however. According to the brand, the “Good Jeans” campaign, which featured Sweeney and Travis Kelce, generated 40 billion impressions and resulted in a “meaningful improvement in the business.” All products associated with the campaign sold out within a week, with many selling out within a day. American Eagle’s chief marketing officer, Craig Brommers, credited Sweeney with helping to reset the brand and business.

Sweeney’s transformation for her role in Christy has been notable. She’s traded in her signature blonde hair for a neck-length brunette ‘do and has been spotted on set in athletic gear, channeling Christy’s boxing spirit. Her costar, Ben Foster, has also undergone a dramatic transformation, sporting a clean-shaven look and a blonde wig.

As Sweeney prepares to take the stage at TIFF, fans are eager to see her take on the role of Christy Martin, a Hall of Fame boxer who married her former boxing coach, James Martin. With her focus on the film and her avoidance of the American Eagle controversy, Sweeney is poised to make a statement at the festival.

The success of Christy and Sweeney’s performance will likely be closely watched, especially given her recent personal developments. Sweeney has been casually dating Scooter Braun, and her career trajectory has been on an upward swing. As she navigates the complexities of fame and brand partnerships, Sweeney’s decision to focus on Christy at TIFF 2025 suggests that she’s prioritizing her artistic endeavors over controversy.

That wraps up today’s analysis. Stay informed, stay critical, and follow the facts.

Sources: Celebrity Storm and Vanity Fair, E! Online, The Hollywood Reporter, The Los Angeles Times
Attribution: Creative Commons Licensed