August 13, 2025 — Nashville, TN
The denim debate just got a whole lot louder. Bunnie XO, podcast host, influencer, and wife of country-rap sensation Jelly Roll, has ignited fresh controversy in the ongoing backlash over American Eagle’s Sydney Sweeney campaign by declaring she would never wear their jeans — and would reject any sponsorship deal if offered.
Her comments, made during a recent appearance on her popular “Dumb Blonde” podcast, came as a blunt and unfiltered critique of both the campaign’s creative direction and the message she says it sends.
“I don’t care if they back up a Brinks truck to my front door — I’m not wearing their jeans,” Bunnie said. “And I’m sure as hell not lending my face to a brand that’s running ads like that. It’s disgusting. It’s divisive. We have enough of that in the world without companies fanning the flames.”
The Campaign in Question
The storm surrounding American Eagle began earlier this summer when the company launched its latest ad series featuring Emmy-nominated actress Sydney Sweeney. The campaign, splashed across billboards, streaming platforms, and social media, centered on the cheeky tagline: “Sydney Sweeney Has Great Jeans.”
While intended as a playful double entendre, the slogan immediately drew polarized reactions. Supporters defended the ad as a lighthearted nod to both denim quality and Sweeney’s celebrity appeal. Critics, however, accused the brand of objectifying the actress and playing into outdated beauty standards — with some even arguing that the phrasing evoked more troubling historical connotations.
Polls conducted in early August revealed the divide:
- 12% of respondents described the ad as “offensive,”
- 42% called it “funny,”
- while the remainder either felt neutral or “confused but intrigued.”
The numbers were enough to keep the campaign in the headlines — and to place it squarely in the crosshairs of a figure like Bunnie XO, whose public persona is built on speaking her mind without sugarcoating.
Why Bunnie XO Spoke Out
Bunnie’s platform reaches well beyond her marriage to Jelly Roll. Over the past five years, she has cultivated a loyal following through candid social media posts, her unfiltered podcast, and her openness about her own life story — from growing up in a turbulent household to carving out her own space in the entertainment world.
According to Bunnie, her reaction to the American Eagle campaign was not about “canceling” Sydney Sweeney, whom she called “a talented actress and a beautiful human being,” but rather about holding brands accountable.
“This is on the company,” Bunnie told her listeners. “They could’ve gone with something clever that didn’t rely on a woman’s body to sell denim. Instead, they leaned on shock value — and it’s not even original shock value. It’s lazy marketing dressed up as edgy.”
Her refusal to consider a sponsorship, she emphasized, was about staying consistent with her values. “I know what my audience stands for. I’m not going to cash a check that tells them otherwise.”
Public and Fan Reactions
Within hours of the podcast’s release, Bunnie’s comments were trending on X (formerly Twitter), with hashtags like #BunnieXO and #BoycottAE circulating alongside clips of her statement.
Fans flooded her Instagram comments with praise:
- “Finally someone said it out loud!”
- “Not afraid to speak the truth, love you Bunnie!”
- “I’ve been a fan of AE for years but now I’m thinking twice.”
Not all reactions were supportive. Some users accused Bunnie of overreacting or using the controversy to boost her own profile. One viral comment read: “If you don’t like the ad, don’t buy the jeans. No need to make it a moral crusade.”
Bunnie responded briefly in an Instagram Story: “I don’t mind if you disagree with me. But don’t confuse having a backbone with chasing clout.”
American Eagle’s Response — or Lack Thereof
As of publication, American Eagle has not issued a direct response to Bunnie XO’s remarks. The company has, however, continued to defend its partnership with Sydney Sweeney, releasing a statement earlier this week that framed the campaign as “a celebration of confidence, individuality, and premium denim.”
Marketing analysts say the brand is unlikely to pull the ads prematurely, given the buzz they have generated — even if some of that attention is negative. “In the world of advertising, controversy can be a feature, not a bug,” says Laura Kaplan, a brand strategist based in New York. “American Eagle is now front and center in a cultural conversation, and that’s hard to buy.”
The Sydney Sweeney Factor
Sydney Sweeney herself has remained largely silent on the backlash, focusing instead on promoting her upcoming projects. She did, however, address the campaign briefly in a recent red-carpet interview, saying: “It’s fun, it’s lighthearted, and I love jeans. That’s all there is to it.”
Her easygoing dismissal hasn’t quelled criticism from those like Bunnie XO, who see the issue as part of a broader cultural trend in which brands blur the line between edgy and exploitative.
Celebrity Influence on Brand Image
Celebrity endorsements have always been a double-edged sword for fashion retailers. The right star can inject fresh energy into a brand, while the wrong campaign can alienate loyal customers.
Bunnie XO’s stance is especially potent because she occupies an unusual niche: a celebrity adjacent to the music world through Jelly Roll, but also an independent media figure with her own highly engaged audience. Her fans are not necessarily the same as American Eagle’s core demographic — but there is overlap in the middle-America market where authenticity often outweighs aspiration.
“When someone like Bunnie speaks out, it doesn’t just echo in her corner of the internet,” says Dr. Elaine Morris, a cultural critic at Vanderbilt University. “It challenges other influencers, especially women, to think about where they draw their lines.”
A Broader Cultural Moment
The American Eagle–Sweeney controversy is just one flashpoint in a year marked by heated debates over advertising ethics. From fast-food chains using political catchphrases to luxury brands courting outrage with surrealist imagery, 2025 has tested the limits of what audiences will accept — and what they’ll push back against.
Bunnie XO’s refusal to engage with the brand, even hypothetically for a lucrative sponsorship, taps into a growing consumer sentiment: that influencers and celebrities should use their platforms to hold corporations accountable, even at personal financial cost.
Potential Impact on American Eagle
It’s unclear whether Bunnie’s comments will have any measurable effect on American Eagle’s sales. Historically, boycotts tied to celebrity statements have had mixed results. In some cases, they fade quickly; in others, they spark enough conversation to force a brand pivot.
However, in the age of social media, where individual voices can snowball into collective action overnight, no company can afford to dismiss a viral critique.
“American Eagle’s core customer is young, socially aware, and plugged in,” says Kaplan. “They pay attention to what their favorite personalities are saying — and that can change buying habits in real time.”
Bunnie XO’s Bottom Line
For now, Bunnie XO is standing firm. She ended her podcast segment with a simple message to her listeners:
“You can wear whatever jeans you want. But for me, it’s about principle. If I don’t believe in the message, I’m not putting my name — or my legs — on it.”
Whether her refusal becomes a rallying cry or just another blip in the fast-moving world of pop culture remains to be seen. What’s certain is that she’s added a personal, human edge to a corporate controversy — and in doing so, reminded her audience that style is about more than just the clothes you wear.
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