Actress Sydney Sweeney returned to social media amid controversy over her American Eagle denim campaign. Critics labeled the ads as Nazi propaganda due to a pun on “great jeans” and “great genes.”
The 27-year-old posted a cryptic Instagram photo of pink roses on Saturday. The backlash stemmed from interpretations linking the slogan to eugenics and white supremacy, following the campaign’s launch.
Critics Claim “Eugenics” Messaging
The ad features Sweeney in a denim outfit, speaking in voiceover:
“Genes are passed down from parents to offspring… my genes are blue.”
Another clip shows the camera panning down her body as she adds:
“My body’s composition is determined by my genes…” before joking, “Hey, eyes up here.”
Left-leaning activists and media outlets, including Salon, accused the campaign of celebrating whiteness, thinness, and European ancestry, calling it “tone-deaf” and “racialized.”
Critics on social media posted:
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“This is just modern-day Nazi propaganda.”
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“Nothing is ever a coincidence. This is eugenics.”
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“It’s giving subtle 1930s Germany.”
American Eagle Stands Behind Sweeney
On Friday, American Eagle defended Sweeney, saying she “did nothing wrong” and standing by the campaign’s messaging.
In a July 23 press release, Sweeney praised the brand:
“There is something so effortless about American Eagle… Their commitment to creating pieces that make you feel confident and comfortable in your own skin is something that resonates with me.”
American Eagle Outfitters President Jennifer Foyle said the campaign is aimed at raising money for domestic violence charities, not pushing any political agenda.
Supporters Push Back on “Unhinged” Backlash
Conservatives and supporters of Sweeney dismissed the outrage as manufactured hysteria:
“If you think a jeans ad with a pun is Nazi propaganda, you need a history book and a nap.”
“It’s a denim campaign, not a manifesto.”
“This level of reach is genuinely unhinged.”
