Sydney Sweeney fans have rushed to her defence after her new campaign for American Eagle was branded ‘Nazi propaganda’ by woke critics.
The A-list actress, 27, is the face of the label’s autumn advertising rollout, which has the tagline, ‘Sydney Sweeney Has Great Jeans.’
In a series of images, the Spokane, Washington-born beauty – who is set to play boxer Christy Martin in an upcoming biopic already garnering Oscar buzz – is seen modeling a variety of denim-based ensembles.
In an accompanying video, Sydney is seen buttoning up her jeans as she muses: ‘Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour… my genes are blue’.
A second advert sees the camera pan down Sydney’s chest as she models a plunging denim jumpsuit.
She muses: ‘My body’s composition is determined by my genes…’ before exclaiming: ‘Hey, eyes up here’ as the camera cuts back to her face.
Sydney Sweeney fans have rushed to her defence after her new campaign for American Eagle was branded ‘Nazi propaganda’ by woke critics
In an accompanying video, Sydney is seen buttoning up her jeans as she muses: ‘Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour… my genes are blue’
The advert has divided fans, however, with one critic calling the clip ‘one of the loudest and most obvious racialized dog whistles we’ve seen and heard in a while.’
The phrase ‘great genes’ is ‘historically used to celebrate whiteness, thinness and attractiveness,’ which it said made ‘this campaign seem to be a tone-deaf marketing move,’ a Salon report on the backlash read.
Taking to social media, many expressed their shock at messaging – which they aligned to Nazi propaganda.
Outraged fans penned: ‘So Sydney (& American Eagle) somehow expect audiences to not interpret this visual as a euphemism for eugenics and white supremacy?’
‘The Sydney Sweeney American Eagle ad campaign is just modern day Nazi propaganda. Like it’s wild how blatant it is. Things are weird right now, man.’;
‘the most nazi part of the Sydney sweeney add for me was the use of the word offspring’;
‘“Jeans (Genes) are past down from parent to offspring” “My jeans (genes) are blue” “Sydney Sweeney has great jeans (genes)” Nothing is ever a coincidence, this is eugenics’;
TikTok named Angie under the handle @vital_media_marketing then reviewed the ad and pointed out what she felt were problematic elements with the underlying message.
The Emmy-nominated actress is the face of the label’s autumn advertising rollout, which has the tagline, ‘Sydney Sweeney Has Great Jeans’
American Eagle’s choice of words in the campaign garnered heavy scrutiny
Angie said: As it’s panning up her body and on her face and her features, she’s literally talking about her family tree and the genetics that have been handed down to her, her blonde hair and her blue eyes, and how great they are.’
Angie said that ‘praising Sydney Sweeney for her great genes in the context of her white blonde hair, blue eye appearance’ makes for ‘one of the loudest and most obvious racialized dog whistles we’ve seen and heard in a while.’
Many people panned the tone of the ad campaign on American Eagle’s Instagram page, as one user quipped, It’s giving “Subtle 1930’s Germany.”‘
Another user echoed, ‘Close enough, welcome back 1930s Germany.’
One person said the promotion ‘is what happens when you have no [people] of color in a room … particularly in a time like this.
‘This ad campaign got so caught up in this “clever” play on words and this stunt the ppl in the room missed what was so blatantly obvious to anyone not White. I’d expect this from Abercrombie… but not yall.’
One user wrote of the promotion featuring the surging star, ‘This is such a f****d up campaign’ while another called it ‘weird as hell.’
Others vented about the message they felt the campaign inherently sent, as one said they were ‘never shopping at AE again’ while another asked the fashion house, ‘What are you doing???’
One Instagram user speculated, ‘This has to be rage bait,’ while another suggested the clothing retailer ‘read the room…’ in reference to the current campaign.
Another user asked, ‘Who on your marketing team said this was a good idea.’
The advert has divided fans, however, with one critic calling the clip ‘one of the loudest and most obvious racialized dog whistles we’ve seen and heard in a while.’
Yet many were quick to defend Sydney, branding the backlash ‘unhinged’.
They shared on X/Twitter: ‘I’m not sure how to say this nicely but if you think a jeans ad with a pun about Sydney Sweeney being pretty is a nazi dogwhistle you genuinely need to put the phone down for a while.’;
‘everyone is seriously reading too much into this and y’all need to go take a hike or something because sydney sweeney is literally just promoting jeans, not “nazi propaganda”’;
‘The claim that Sydney Sweeney’s American Eagle ad is pro-eugenics because of a “good genes/jeans” pun is genuinely unhinged. It’s a denim campaign, not a manifesto. Not every blonde with blue eyes is a Nazi. Some of you need a history book — and a nap’;
‘You guys don’t have to like Sydney Sweeney or the ways she promotes herself but don’t you think comparing those Jean commercials to nazi propaganda is a tad extreme?’
Daily Mail has reached out to reps for Sweeney and American Eagle for further comment on the story.
Sweeney said in a July 23 news release about the fall campaign: ‘There is something so effortless about American Eagle.’
She said of the clothier: ‘It’s the perfect balance of being put-together but still feeling like yourself.’
Yet many were quick to defend Sydney, branding the backlash ‘unhinged’
Sweeney said in a July 23 news release about the fall campaign: ‘There is something so effortless about American Eagle – it’s the perfect balance of being put-together but still feeling like yourself’
In a series of images, the Spokane, Washington-born beauty was seen modeling a variety of denim-based ensembles
In terms of the charitable aspect of the ad campaign, American Eagle Outfitters is working with Crisis Text Line in an effort to provide grants for mental health support and crisis intervention
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The Euphoria star continued: ‘Their commitment to creating pieces that make you feel confident and comfortable in your own skin is something that resonates with me.
‘It’s rare to find a brand that grows with you, the way American Eagle has for generations.’
The Once Upon a Time… in Hollywood actress wrapped up in saying, ‘They have literally been there with me through every version of myself.’
American Eagle Outfitters president Jennifer Foyle opened up about the ad campaign, which is slated to raise money for domestic violence charities, in the news release.
‘This fall season, American Eagle is celebrating what makes our brand iconic – trendsetting denim that leads, never follows,’ Foyle said. ‘Innovative fits and endless versatility reflect how our community wears their denim: mixed, matched, layered and lived in.’
The fashion executive explained why Sweeney made for the perfect focal point of the promotion.
‘With Sydney Sweeney front and center, she brings the allure, and we add the flawless wardrobe for the winning combo of ease, attitude and a little mischief,’ Foyle said.
In terms of the charitable aspect of the ad campaign, American Eagle Outfitters is working with Crisis Text Line in an effort to provide grants for mental health support and crisis intervention.
Proceeds from a special edition of The Sydney Jean will be donated to the organization.
Among the related grants include a $100,000 Signature Grant posted this past February 2025 in an effort to expand programs at Historically Black Colleges and Universities.