In July, American Eagle launched a denim campaign featuring Euphoria star Sydney Sweeney. What started as a cheeky, pun-filled promotion—blending fashion, body positivity, and philanthropy—quickly turned into a national controversy. The central video showed Sweeney in American Eagle denim, playfully quipping, “My jeans are blue,” followed by the tagline: Sydney Sweeney has great jeans. A follow-up post showed her correcting a billboard from “genes” to “jeans,” sparking both amusement and backlash.
Critics took issue with the ad’s nod to genetics, especially featuring a blonde, blue-eyed actress. Many argued the language and visuals echoed eugenics-era rhetoric about “great genes”—an ideology historically tied to white supremacy and racial purity in both the U.S. and Nazi Germany. This context, paired with a hyper-sexualised portrayal of Sweeney’s body, raised alarm.
Though the campaign aimed to raise money for Crisis Text Line through sales of “The Sydney Jean,” many said the sexualised imagery clashed with the ad’s social mission, calling it tone-deaf. NPR noted that the execution undermined its intended advocacy against gendered violence.
Also Read: The Most Epic Apology Ever! American Eagle Responds to Sydney Sweeney Ad Backlash
Online backlash was swift and intense, with social media users labelling the campaign “Nazi-coded” and accusing Sweeney of profiting off controversy. The situation escalated further when former President Donald Trump praised the ad, calling it “HOTTEST” and endorsing Sweeney as a Republican. This transformed the issue into a partisan culture war, with conservative media framing her as a victim of “woke” outrage.
Despite the uproar, the campaign delivered financial wins. American Eagle’s stock jumped nearly 28% following Trump’s endorsement, adding $200 million in market value. While some campaign clips were quietly removed, the company stands by the message: “It’s always been about the jeans.” Sweeney has remained silent throughout the controversy.
