On Friday, American Eagle posted a statement to Instagram defending the campaign: “This is about the jeans. Her jeans. Her story,” the company wrote, adding, “Great jeans look good on everyone.” The retailer noted that proceeds from Sweeney’s campaign will go to Crisis Text Line to help victims of domestic violence.

An ad slogan has roused many online to accuse the brand of promoting eugenics, while those on the right praise the campaign as a blow to "wokeness."