New York, NY – American Eagle Outfitters' latest fall campaign, "Sydney Sweeney Has Great Jeans," featuring actress Sydney Sweeney, has ignited a significant online controversy, drawing accusations of promoting "fascist propaganda" and eugenicist ideas from some social media users. Despite the widespread backlash, the campaign has simultaneously led to a notable surge in American Eagle's stock value, with shares climbing by over 10% since its launch.
The core of the controversy stems from the campaign's tagline, a play on words between "jeans" and "genes." Critics, including a "woke TikToker" cited in a recent tweet, argue that the emphasis on Sweeney's appearance—specifically her blonde hair and blue eyes—in conjunction with the "great genes" implication, carries unsettling undertones reminiscent of eugenics and even "Nazi propaganda." One viral TikTok video explicitly stated, "Should we be surprised that a brand name is literally American Eagle is making fascist propaganda like this? Probably not, but its still really shocking like a blonde haired blue eyed white woman is talking about her good genes, like that is Nazi propaganda."
The campaign, which positions Sweeney as the face of American Eagle's new denim line, includes the release of "The Sydney Jean," a limited-edition denim style. A key aspect of the initiative, often overshadowed by the controversy, is its charitable component: 100% of the proceeds from "The Sydney Jean" are being donated to Crisis Text Line, a non-profit offering mental health support for domestic violence survivors.
While some online commentators have vehemently criticized the campaign for its perceived racial undertones and suggestive presentation, others have rallied to its defense, praising Sweeney and American Eagle for challenging what they term "woke advertising." Supporters have lauded the campaign as "anti-woke" and a refreshing departure from what they view as overly cautious marketing.
American Eagle's decision to feature Sweeney, a prominent figure in shows like "Euphoria" and "The White Lotus," was part of a strategy to reconnect with Gen Z shoppers and boost sales. The campaign, reportedly the company's most expensive to date, utilized extensive marketing, including 3D billboards in Times Square and Las Vegas' Sphere, along with AI try-on features. Neither Sydney Sweeney nor American Eagle has issued a direct public statement addressing the specific "fascist propaganda" or eugenics accusations as of the latest reports.