New York, NY – American Eagle Outfitters' latest advertising campaign featuring actress Sydney Sweeney has ignited a significant online controversy, with critics labeling the "Sydney Sweeney Has Great Jeans" tagline as "Nazi propaganda" and "white supremacist" due to its play on words and Sweeney's appearance. The campaign, which prominently features the blonde, blue-eyed star, has drawn accusations of promoting eugenic ideals.
The core of the backlash centers on the double entendre of "great jeans" and "great genes." Online commentators argue that associating a white, blonde, and blue-eyed woman with "great genes" evokes historical eugenic ideologies and white supremacist narratives. Some social media users have pointed to the inclusion of a German Shepherd in some ad visuals, further fueling the "Nazi" comparison.
The controversy has been widely discussed across platforms like TikTok, X (formerly Twitter), and Threads. One satirical social media post, referencing the extreme nature of the criticism, stated, "Somewhere between a sociology lecture and a soy latte, a TikTok warrior just cracked the case: Sydney Sweeney + American Eagle = Literal Hitler." The post further exaggerated the critics' stance, claiming, "Because she’s blonde, blue-eyed, and said the words 'good jeans.' That’s all it took."
While many critics have expressed genuine concern over the ad's perceived undertones, a counter-narrative has emerged, with supporters defending the campaign as harmless wordplay and dismissing the backlash as "unhinged" or "woke" overreaction. Public figures, including Senator Ted Cruz, have weighed in, defending Sweeney and the campaign.
Despite the intense online debate, neither Sydney Sweeney nor American Eagle has issued an official statement directly addressing the "Nazi propaganda" or eugenics accusations. The campaign, however, reportedly led to a notable increase in American Eagle's stock price following its launch. The incident highlights the growing sensitivity around advertising messaging and its interpretation in an increasingly polarized online environment.