American Eagle Outfitters is under fire for its new ad campaign featuring actress Sydney Sweeney, with critics calling it “Nazi propaganda” and “racist dog-whistling.” The campaign, titled “Sydney Sweeney Has Great Jeans,” uses wordplay to compare jeans to genes, sparking outrage for its perceived promotion of white supremacy. While the brand’s stock initially rose, the backlash has dominated social media, with many demanding the ads be pulled.
The Controversial Ad Campaign
The campaign stars Sydney Sweeney, known for her roles in Euphoria and The White Lotus. In one video, she stands in front of a billboard that says “Sydney Sweeney Has Great Genes,” before crossing out “genes” and replacing it with “jeans.” Another clip shows her explaining genetics while the camera zooms in on her blue eyes, saying, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.”
Critics argue the ad reinforces harmful ideologies tied to eugenics, the discredited belief in improving the human race through selective breeding, often associated with Nazi Germany. Social media users called out the campaign for celebrating “whiteness, thinness, and attractiveness” in a way that feels exclusionary.
“It’s giving ‘Subtle 1930’s Germany.’”
“Blonde hair, blue eyes, HOLDING A GERMAN SHEPHERD!!! What were you all thinking?”
American Eagle’s Response and Stock Impact
Neither American Eagle nor Sydney Sweeney has publicly addressed the backlash. However, the brand’s stock initially surged 10% after the campaign launch, adding nearly $200 million to its market value. Some analysts suggest the controversy may have boosted sales among conservative-leaning consumers, while alienating progressive shoppers.
The brand has since shifted its social media focus to other models, leading some to speculate this is “damage control.”
The Charity Tie-In and Mixed Reactions
Despite the backlash, the campaign includes a charitable element. A limited-edition “Sydney Jean” features a butterfly motif representing domestic violence awareness, with all proceeds going to Crisis Text Line, a mental health support service.
Conservative commentators have defended the ad, framing the backlash as excessive political correctness.
“Woke advertising is dead. Sydney Sweeney killed it.”
“There is no ‘racist undertone,’ unless you choose to put it there.”
Sydney Sweeney’s Political Image
This isn’t the first time Sweeney has been embroiled in political debates. Last year, her family members were seen wearing “Blue Lives Matter” shirts and MAGA hats at a birthday party, though she later clarified:
“You guys this is wild. An innocent celebration for my mom’s milestone 60th birthday has turned into an absurd political statement, which was not the intention.”
Who Owns American Eagle?
The company is led by Jay Schottenstein, who serves as CEO and Executive Chairman. Under his leadership, American Eagle expanded into brands like Aerie and Todd Snyder. The Schottenstein family holds significant shares, with Jay owning nearly 12% of the company. Major institutional investors include BlackRock and Vanguard.
What Happens Next?
The controversy highlights the growing cultural divide over “wokeness” in advertising. While some brands are moving toward more inclusive messaging, others are embracing provocative campaigns that appeal to conservative audiences. Whether American Eagle will address the backlash or quietly move on remains to be seen.
Also read: How Sydney Sweeney’s American Eagle Campaign Sparked a $400 Million Stock Surge in One Day
Credits: Sources include NBC News, The Independent, Sydney Morning Herald, and Wall Street Zen.
