Sydney Sweeney is facing backlash over her new denim campaign with American Eagle, which was launched in July 2025. The advertisement features playful wordplay on “jeans” and “genes,” but it has sparked a social media storm. Critics have labelled the campaign as tone-deaf, and some have even alleged that it references eugenics. Despite the controversy, American Eagle is standing by the campaign, which has boosted their stock by nearly 17% since its debut.
In the ad, Sweeney says, “Genes are passed down from parents to offspring, often determining traits like hair colour, personality, and even eye colour. My jeans are blue,” while showcasing her blue eyes and American Eagle denim. The pun, featured in both short and extended versions, aimed to highlight the brand’s return to classic denim styling.
🔥🚨BREAKING: Hollywood actress Sydney Sweeney’s new American Eagle jeans ad is being slammed as ‘Nazi propaganda’ by liberals just because the ad expresses having pride in your God given genetics.
The backlash comes from Sydney saying: “Genes are passed down from parents to… pic.twitter.com/ld3S9r4MGO
— Dom Lucre | Breaker of Narratives (@dom_lucre) July 28, 2025However, the line sparked outrage on platforms on TikTok, particularly on X, calling the reference to “good genes” by a blonde, blue-eyed actress insensitive, with some labelling it “fascist” or “Nazi propaganda.” One user wrote, “Those Sydney Sweeney American Eagle ads are weird. Like, fascist weird.” The fan account sharing the ad later went private amid the backlash.
"American Eagle is fascist propaganda. Blue eyes. Blonde hair. Uh, guys." pic.twitter.com/R5AyfJp8KA
— End Wokeness (@EndWokeness) July 28, 2025Supporters, including journalist Robby Soave, dismissed the criticism as an overreach, calling it “the stupidest social media pile-on” in recent memory. They argue that the ad is harmless and Sweeney is unfairly targeted due to her Hollywood image.
Why Sydney Sweeney’s American Eagle ad is being slammed as ‘Nazi propaganda’ by crazed woke mob https://t.co/0n8fIOFVCW pic.twitter.com/0kJYnAWXdD
— New York Post (@nypost) July 28, 2025This isn’t Sweeney’s first brush with public scrutiny. Her 2024 SNL appearance drew attention from conservative groups, prompting debates about her image. Supporters defend her, noting she’s often criticised for fitting traditional beauty standards. American Eagle describes the campaign as a celebration of denim, not a political statement.
Read: Sydney Sweeney x American Eagle: Is This the End of “Woke” Ads?
The controversy hasn’t hurt the campaign’s impact. American Eagle’s stock surged, reflecting strong public engagement despite the polarised reactions.
The debate emphasises the ability of social media to amplify misunderstandings. It underscores the importance of verifying the context before reacting to viral content. Sweeney’s advertisement aimed for a playful marketing approach, but its reception demonstrates how sensitive cultural references can lead to division.
