American Eagle has firmly defended its viral Sydney Sweeney ad campaign, which sparked a social media frenzy where it was likened to ‘Nazi propaganda.’
Titled Sydney Sweeney Has Great Jeans, the video features her fastening a pair of the brand’s denim pants while delivering a playful pun about ‘genes.’
‘Genes are transmitted from parents to descendants, often deciding traits such as hair color, personality, and even eye color… my genes are blue,’ the 27-year-old states.
The campaign faced a whirlwind of controversy, with social media critics branding the ad as racist and hinting at eugenics, especially considering its focus on the actress’s blonde-haired, blue-eyed look.
However a representative for American Eagle has now said that 71% of respondents to an independent poll had a positive reaction to the promo.
‘This is merely another case of how social media does not mirror the real world. The over-the-top reaction from some online communities is absolutely not representative of American Eagle’s customer base,’ the representative told TMZ.
Daily Mail has contacted Sweeney and American Eagle’s representatives for further comment.
American Eagle has firmly defended its viral Sydney Sweeney ad campaign, which sparked a social media frenzy where it was likened to ‘Nazi propaganda.’
Entitled Sydney Sweeney Has Great Jeans, the video shows her buttoning up a set of the brand’s denim trousers and offering a playful pun on the word ‘genes’
‘The bottom line is that this was about creating a great pair of jeans and supporting a very worthy cause through some of the proceeds going to domestic violence prevention. Anything beyond that is noise that is not registering with the average person,’ the American Eagle spokesperson maintained.
‘This is yet another example of how social media is just not reflective of real life. The absurd response from some corners of the internet is absolutely not reflective of how American Eagle’s customers feel.’
The campaign also includes an advert that sees the camera pan down Sweeney’s chest as she models a plunging denim jumpsuit.
She muses: ‘My body’s composition is determined by my genes…’ before exclaiming: ‘Hey, eyes up here’ as the camera cuts back to her face.
The advert has divided fans, however, with one critic calling the clip ‘one of the loudest and most obvious racialized dog whistles we’ve seen and heard in a while.’
The phrase ‘great genes’ is ‘historically used to celebrate whiteness, thinness and attractiveness,’ which it said made ‘this campaign seem to be a tone-deaf marketing move,’ a Salon report on the backlash read.
Taking to social media, many expressed their shock at messaging – which they compared to Nazi propaganda.
One person said the promotion ‘is what happens when you have no [people] of color in a room … particularly in a time like this.
‘Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color… my genes are blue,’ the 27-year-old says
A representative for American Eagle has now said that 71% of respondents to an independent poll had a positive reaction to the promo
‘This ad campaign got so caught up in this “clever” play on words and this stunt the ppl in the room missed what was so blatantly obvious to anyone not White. I’d expect this from Abercrombie… but not yall.’
One user wrote of the promotion featuring the surging star, ‘This is such a f****d up campaign’ while another called it ‘weird as hell.’
Others vented about the message they felt the campaign inherently sent, as one said they were ‘never shopping at AE again’ while another asked the fashion house, ‘What are you doing???’
One Instagram user speculated, ‘This has to be rage bait,’ while another suggested the clothing retailer ‘read the room…’ in reference to the current campaign.
Another user asked, ‘Who on your marketing team said this was a good idea.’
Yet many were quick to defend Sydney, branding the backlash ‘unhinged’.
They shared on X/Twitter: ‘I’m not sure how to say this nicely but if you think a jeans ad with a pun about Sydney Sweeney being pretty is a nazi dogwhistle you genuinely need to put the phone down for a while.’
Another argued that ‘everyone is seriously reading too much into this and y’all need to go take a hike or something because sydney sweeney is literally just promoting jeans, not “nazi propaganda.”‘
The absurd response from some corners of the internet is absolutely not reflective of how American Eagle’s customers feel,’ the representative added to TMZ
‘The claim that Sydney Sweeney’s American Eagle ad is pro-eugenics because of a “good genes/jeans” pun is genuinely unhinged. It’s a denim campaign, not a manifesto. Not every blonde with blue eyes is a Nazi. Some of you need a history book — and a nap,’ wrote another.
‘You guys don’t have to like Sydney Sweeney or the ways she promotes herself but don’t you think comparing those Jean commercials to nazi propaganda is a tad extreme?’ noted another.
Sweeney said in a July 23 news release about the fall campaign: ‘There is something so effortless about American Eagle.’
She said of the clothier: ‘It’s the perfect balance of being put-together but still feeling like yourself.’
The Euphoria star continued: ‘Their commitment to creating pieces that make you feel confident and comfortable in your own skin is something that resonates with me.
‘It’s rare to find a brand that grows with you, the way American Eagle has for generations.’
The Once Upon a Time… in Hollywood actress wrapped up in saying, ‘They have literally been there with me through every version of myself.’
American Eagle Outfitters president Jennifer Foyle opened up about the ad campaign, which is slated to raise money for domestic violence charities, in the news release.
‘This fall season, American Eagle is celebrating what makes our brand iconic – trendsetting denim that leads, never follows,’ Foyle said. ‘Innovative fits and endless versatility reflect how our community wears their denim: mixed, matched, layered and lived in.’
The fashion executive explained why Sweeney made for the perfect focal point of the promotion.
‘With Sydney Sweeney front and center, she brings the allure, and we add the flawless wardrobe for the winning combo of ease, attitude and a little mischief,’ Foyle said.
In terms of the charitable aspect of the ad campaign, American Eagle Outfitters is working with Crisis Text Line in an effort to provide grants for mental health support and crisis intervention.
Proceeds from a special edition of The Sydney Jean will be donated to the organization.
Among the related grants include a $100,000 Signature Grant posted this past February 2025 in an effort to expand programs at Historically Black Colleges and Universities.
