New York, NY – American Eagle Outfitters has seen its stock surge by as much as 21% following the launch of its new fall campaign featuring actress Sydney Sweeney, despite widespread accusations on social media that the advertisement promotes eugenics and "Nazi propaganda." The controversy centers on the campaign's tagline, "Sydney Sweeney Has Great Jeans," which critics argue carries a problematic double meaning.
The ad campaign, intended to highlight American Eagle's denim line, features Sweeney, known for her blonde hair and blue eyes, in various poses. In one particularly scrutinized video, Sweeney states, "Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue," followed by a voiceover proclaiming, "Sydney Sweeney has great jeans." This play on words, conflating "jeans" with "genes," has led many online users to interpret the message as an endorsement of genetic purity or "Aryan" ideals.
Social media platforms, including TikTok and X (formerly Twitter), erupted with criticism. One user, Max Schoening, stated in a tweet, "> I bet Sydney Sweeney is just as shocked that she’s a Nazi as we are," encapsulating the sentiment of many who found the ad's undertones disturbing. Critics pointed to Sweeney's appearance and the "genes" reference as "dog whistles" for white supremacist ideologies. Some TikTok videos explaining the perceived "Nazi fascist" propaganda gained over a million views.
Despite the intense backlash, neither Sydney Sweeney nor American Eagle has issued a direct statement addressing the accusations of eugenics or Nazi ties. American Eagle's initial campaign announcement described the marketing push as "bold," "playful," and "cheeky," focusing on Sweeney's "girl next door charm." The company also emphasized a charitable component, with 100% of the purchase price from "The Sydney Jean" going to Crisis Text Line, a non-profit supporting domestic violence awareness.
The unexpected surge in American Eagle's stock price, which some analysts attribute to "meme stock" behavior driven by online chatter, suggests that the controversy, while negative in sentiment, generated significant public attention. This financial outcome contrasts sharply with the widespread condemnation from those who found the ad's messaging deeply problematic and historically insensitive.