American Eagle’s latest advertisement campaign featuring Sydney Sweeney has sparked intense criticism online. The campaign shows the 27-year-old actress in various scenes that showcase American fashion, including one where she poses with a white Mustang and another where she holds a German shepherd puppy.
According to MSNBC, the controversy centers around the campaign’s wordplay, where the advertisement ends with text declaring Sweeney “has great jeans.” American Eagle further emphasized this by posting a video of Sweeney standing in front of her poster where the word “genes” is crossed out and replaced with “jeans.”
The internet quickly responded with strong criticism, with many calling the advertisement “non-inclusive” and others labeling it as “Nazi propaganda.” Critics point to the controversial implications of praising a white person’s genes, even if meant as wordplay for a denim campaign.
How Sydney Sweeney’s recent business ventures have stirred controversy
The American Eagle campaign isn’t Sweeney’s first brush with public criticism. Earlier this year, she faced backlash for selling Dr. Squatch soap that supposedly contained her bathwater, with critics calling the marketing approach ‘OnlyFans-esque’ and ‘foul. She also recently made headlines for reportedly planning to launch a lingerie brand with financial support from Jeff and Lauren Bezos.
I love Sydney Sweeney’s new American Eagle ad; it reminds me of my teenage years, which appear so simple in hind sight. My room mate had a '65 Mustang and his father's gas credit card … life was good.
— VikingErik (@VikingErik87667) July 29, 2025
My wife of 51 years has great jeans still; of course she thinks our 3 year…
Sweeney has been open about her financial motivations, explaining in an interview with The Sun that she takes deals because she needs to. She mentioned how modern actors receive less pay than before, especially with streaming services not offering residuals. She also detailed her expenses, including payments to her lawyer, agents, business manager, and publicist.
The Euphoria star has previously addressed how she’s been sexualized throughout her career, including since high school, speaking out about being objectified ‘for having boobs. In an interview with The Independent, she highlighted the double standard in how male and female actors are treated differently when it comes to body exposure in their work.
Critics argue that this American Eagle campaign reflects a broader shift in American culture toward more conservative values. The advertisement’s controversy comes at a time when American Eagle is experiencing financial success as a “meme stock,” suggesting that the publicity, whether positive or negative, might be benefiting the company’s bottom line.
