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.

American Eagle’s denim campaign with Sydney Sweeney sparked backlash over its wordplay on “jeans” and “genes.” A delayed corporate apology and a viral fake statement have only deepened the controversy.