American Eagle stands by Sydney Sweeney as ad campaign faces ‘Nazi propaganda’ backlash
American Eagle has come to the defence of Sydney Sweeney after the actress faced heavy backlash over her latest ad campaign, which some critics controversially labelled as 'Nazi propaganda'.
The Euphoria star, 27, is the face of the brand’s Autumn 2025 denim campaign, with the tagline: “Sydney Sweeney Has Great Jeans.” But the play on words has sparked fierce debate online, with some accusing the ad of promoting messages linked to eugenics and white supremacy.
In the viral campaign, Sweeney is seen modelling various denim outfits while speaking about inherited traits such as eye colour and body composition. One line, My genes are blue, paired with camera angles and visuals, triggered concerns that the messaging subtly celebrates genetic superiority.
Critics took to social media, calling it “a racialised dog whistle” and aligning it with “modern-day Nazi propaganda.” A Salon article argued that the use of the word “great genes” historically celebrates whiteness and thinness, calling the campaign “tone-deaf.”
American Eagle, however, issued a firm response on Instagram. “'Sydney Sweeney Has Great Jeans' is and always was about the jeans. Her jeans. Her story.”
The brand emphasized inclusivity, adding, “We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
Despite the uproar, many fans rushed to Sweeney’s defence, calling the criticism overblown and labelling the outrage as 'unhinged'. Others dismissed the controversy as a misreading of a creative and lighthearted campaign.
Sweeney, who hails from rural Idaho and has a mixed European background, is also preparing for her upcoming role as boxer Christy Martin in a new biopic. As the debate rages on, the campaign remains a hot topic across platforms, highlighting the growing sensitivity and polarisation around marketing language and representation.