Sydney Sweeney Shuts Down American Eagle Ad Questions at TIFF: “I’m Not There to Talk About Jeans”

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Sep 5

Written By Jonathan P. Moustakas

Sydney Sweeney in her American Eagle campaign. **CREDIT: AMERICAN EAGLE**

The actress focuses on her boxing drama Christy at the Toronto premiere, steering clear of the summer’s viral denim controversy.

Sydney Sweeney arrived at the Toronto International Film Festival with one clear message: she’s here for the movies, not the memes. Ahead of the world premiere of her latest film Christy, the actress told Vanity Fair she will not be addressing the fallout from her American Eagle ad campaign, which became a social media flashpoint earlier this summer.

“I am there to support my movie and the people involved in making it, and I’m not there to talk about jeans,” Sweeney said firmly. Her performance in Christy—a gritty indie directed by David Michôd in which she portrays groundbreaking boxer Christy Martin—marks one of her most dramatic career turns yet.

The TIFF red carpet will be her first significant press appearance since the ad storm. American Eagle’s campaign slogan, “Sydney Sweeney Has Great Jeans,” sparked fierce online criticism, with some accusing the brand of racial insensitivity and body glorification. The company defended the campaign in a statement, clarifying, “It is and always was about the jeans. Her jeans. Her story.” Despite the backlash, American Eagle revealed that Sweeney’s collaboration sold out within a week and generated “unprecedented new customer acquisition.”

The controversy reached such a fever pitch that even political voices weighed in. Trump’s White House communications manager, Steven Cheung, dismissed the criticism as “cancel culture run amok.” Sweeney herself has remained silent throughout, continuing that silence at TIFF as she pivots focus back to her film career.

In Christy, Sweeney embodies the rise of Christy Martin, the professional boxer whose life story is as brutal as it is inspiring. “I was blown away,” Sweeney told Vanity Fair. “She’s one of the most harrowing and inspiring women that I’ve ever met in my entire life.”

The film, which premieres September 5 at TIFF, could represent a turning point for Sweeney, who has spent the last few years balancing buzzy television work (Euphoria, The White Lotus) with feature films (Anyone But You, Immaculate). Christy positions her firmly in the prestige indie arena, a lane that TIFF audiences know can catapult actors into awards-season chatter.

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For Sweeney, the Toronto premiere isn’t just about unveiling a performance; it’s also about reclaiming the spotlight from a viral marketing controversy she never wanted to define her. By refusing to engage with the American Eagle firestorm, she is betting that her on-screen knockout as Christy Martin will speak louder than any slogan ever could.