Ex-CEO of Gap and J.Crew Slams American Eagle’s Sydney Sweeney Ad as a Major Misstep

Retail veteran Mickey Drexler, the former CEO of Gap and J.Crew, has publicly criticized American Eagle’s response to the backlash surrounding its July 2025 advertisement featuring actress Sydney Sweeney. In a recent episode of the Rapid Response podcast, released on August 23, 2025, Drexler expressed disappointment in the retailer’s failure to address the controversy directly, suggesting that an apology could have mitigated the fallout. The ad, which sparked accusations of promoting eugenics, has ignited a broader debate about brand accountability and marketing in a polarized cultural landscape.

The Controversial Campaign

The American Eagle ad, part of a campaign launched in July 2025, featured Sydney Sweeney lying on the floor buttoning up a pair of jeans with the slogan, “Sydney Sweeney has great jeans.” In the ad, Sweeney stated, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.” Critics quickly seized on the wordplay, accusing the campaign of promoting eugenics—a charge that fueled significant backlash on social media. Many labeled the ad as “regressive” and insensitive, arguing that the pun trivialized a serious historical issue.

American Eagle responded to the criticism on August 2, 2025, via an Instagram statement, insisting that the ad “is and always was about the jeans.” The company added, “We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.” However, the statement did little to quell the controversy, with critics arguing that the retailer sidestepped the issue rather than addressing it head-on.

Drexler’s Critique

Mickey Drexler, a retail icon with decades of experience leading Gap (1983–2002) and J.Crew (2003–2017), as well as founding Old Navy and Madewell, shared his perspective on the controversy during the Rapid Response podcast hosted by Bob Safian. “I thought that they should have, and they did not, talk to the issue, went silent,” Drexler, 81, said. “And that created more news.” He argued that a straightforward acknowledgment of the misstep, such as saying, “I screwed up, all right,” and “We learned the lesson,” would have been a more effective approach. Drexler’s comments reflect his belief in the importance of transparency and accountability in brand management, drawing on his extensive career navigating retail’s complexities.

Currently the chairman of clothing brand Alex Mill and a former Apple board member for nearly 16 years, Drexler emphasized that American Eagle’s silence amplified the controversy rather than diffusing it. His critique comes at a time when brands face heightened scrutiny over their marketing choices, particularly when campaigns touch on sensitive cultural or historical issues.

Polarized Reactions and Political Support

The Sweeney ad campaign sparked polarized responses across the political spectrum. While critics on the left decried the ad’s perceived insensitivity, it found unexpected support in conservative circles. Former President Donald Trump praised the campaign in an August 4, 2025, post, writing, “Sydney Sweeney, a registered Republican, has the ‘HOTTEST’ ad out there. It’s for American Eagle, and the jeans are ‘flying off the shelves.’ Go get ‘em Sydney!” The endorsement highlighted the ad’s commercial success, with American Eagle’s stock rising 26% in the past month, despite a 23% decline since the start of 2025 and a reported 5% net revenue loss in the first quarter, totaling $1.1 billion.

The controversy also fueled a broader “jeans advertisement war” among denim brands. Gap, a key competitor, capitalized on the moment with a viral ad featuring the girl group Katseye, set to Kelis’ 2003 hit “Milkshake.” The ad’s addictive choreography and nostalgic appeal contrasted with American Eagle’s approach, earning widespread praise on social media and intensifying the competition in the denim market.

A Missed Opportunity for Accountability?

Drexler’s comments underscore a critical moment for American Eagle as it navigates the fallout from the Sweeney campaign. His suggestion that a prompt apology could have de-escalated the situation aligns with his reputation as a merchant who prioritizes instinct and customer connection over purely profit-driven decisions. In contrast, American Eagle’s defensive stance may have prolonged the controversy, drawing comparisons to other brands that faced backlash for missteps in marketing, such as Bud Light’s 2023 campaign with Dylan Mulvaney.

The Sweeney ad’s controversy highlights the challenges brands face in crafting campaigns that resonate without crossing cultural or historical lines. While American Eagle reported strong sales tied to the campaign, the lack of a direct apology may have alienated some customers and fueled ongoing criticism. Posts on X reflected mixed sentiments, with some praising the brand for standing firm—“Notice how quickly the Sydney Sweeney ad controversy calmed down… They refused to feed the woke mob,” one user wrote—while others, like Drexler, felt the brand missed an opportunity to take accountability and move forward.

Looking Ahead

As American Eagle continues to navigate the fallout, the Sweeney ad serves as a case study in the risks and rewards of provocative marketing. The campaign’s commercial success, bolstered by endorsements from figures like Trump, suggests that controversy can drive sales, but the long-term impact on brand loyalty remains uncertain. Drexler’s critique, rooted in his decades of retail expertise, highlights the importance of addressing missteps directly to maintain trust with customers.

For now, the denim wars rage on, with American Eagle and competitors like Gap vying for market share in a crowded retail landscape. Whether American Eagle’s decision to stand by the Sweeney campaign will solidify its position or further polarize its audience remains to be seen. As Drexler’s comments suggest, a simple acknowledgment of the misstep might have turned a moment of controversy into an opportunity for growth.