Sydney Sweeney made a rare return to social media following widespread backlash over her American Eagle denim campaign.
The 27-year-old actress, who stars in the label’s autumn ad rollout with the tagline ‘Sydney Sweeney Has Great Jeans,’ found herself at the center of controversy.
On Friday, American Eagle defended the Euphoria star, insisting she did nothing wrong after critics labeled the campaign ‘Nazi propaganda.’
Some interpreted the ‘great jeans’ slogan as a reference to Sweeney’s genetic background—her mixed European ancestry and rural Idaho upbringing.
The phrase ‘great genes’ has historically been linked to celebrating whiteness, thinness, and conventional attractiveness, leading some to call the campaign a tone-deaf marketing misstep, according to a Salon report.
On Saturday, Sydney shared a cryptic and rare post on Instagram: a photo of a bouquet of pale pink roses with a white heart sticker attached, leaving fans guessing.
Sydney Sweeney made a rare return to social media following widespread backlash over her American Eagle denim campaign
On Saturday, Sydney shared a cryptic and rare post on Instagram: a photo of a bouquet of pale pink roses with a white heart sticker attached, leaving fans guessing
In the campaign visuals, the Spokane, Washington-born actress—who is set to portray boxer Christy Martin in an upcoming biopic—models various denim looks.
In an accompanying video, Sydney buttons up her jeans and reflects, ‘Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color… 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.
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.’
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.’;
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’
Some saw her ‘great jeans’ campaign to be a remark on her genetic background which is mixed European ancestry; she grew up in rural Idaho
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
‘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.
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.’
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.”‘
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’;
In a series of images, the Spokane, Washington-born beauty – who is set to play boxer Christy Martin in an upcoming biopic – is seen modeling a variety of denim-based ensembles
‘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.’
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.
