A recent advertising campaign by American Eagle starring actress Sydney Sweeney has ignited a widespread controversy, with critics labeling the ad as "tone-deaf" and even "Nazi propaganda." The backlash primarily stems from the campaign's tagline, "Sydney Sweeney Has Great Jeans," which features a play on words with "genes," leading to accusations of promoting eugenic ideals. The debate has unfolded across social media, drawing strong reactions from various political and cultural viewpoints.
The core of the criticism centers on the perceived implications of the "great genes" pun, especially given Sweeney's blonde hair and blue eyes, which some argue echoes white supremacist and eugenic messaging. Online commentators suggested the ad's focus on her physical traits, combined with the wordplay, inadvertently aligns with historical concepts of a "master race." Several social media users explicitly called the campaign "Nazi fascist propaganda" and "racist."
Conversely, many have defended the advertisement, dismissing the accusations as an overreaction from the "woke brigade" or a politically motivated attack. Some conservative commentators have praised the campaign as a blow against "woke" advertising, while American Eagle Outfitters responded to the backlash by stating its campaign "is and always was about the jeans." The company emphasized the ad's focus on denim and Sweeney's "girl next door charm."
Amidst this heated discussion, Australian political commentator Drew Pavlou weighed in, directly challenging the motivations of some critics. In a tweet, Pavlou stated, > "Zoe makes a great point about the people attacking the Sydney Sweeney advertisement as Nazi. Many of them are the same people who openly support Hamas, Hezbollah and Iran. So they openly support the mass murder of Jews. But Sydney Sweeney is the real Nazi because idk she’s a white lady with blonde hair?" His remarks suggest a perceived hypocrisy among those leveling the "Nazi" accusations.
Despite the significant social media uproar, the controversy has not appeared to negatively impact American Eagle's market performance, with some reports indicating an initial jump in the company's share price. The incident highlights a broader cultural conflict over advertising messaging and perceived "wokeness," turning a fashion campaign into a flashpoint in ongoing societal debates. The campaign also aimed to raise awareness for domestic violence, with proceeds from a special "Sydney Jean" benefiting a crisis text line.