Sydney Sweeney American Eagle campaign sparks controversy over alleged Nazi and eugenics symbolism

Sydney Sweeney’s new American Eagle ad campaign faces backlash over symbolism critics say resembles Nazi propaganda.

Sydney Sweeney is facing online backlash following the launch of her American Eagle (AE) ad campaign promoting “great jeans.” The campaign’s slogan, “Sydney Sweeney Has Great Jeans,” was intended to highlight denim fashion and support causes like domestic violence awareness, with profits from the “Sydney Jean” going to Crisis Text Line. Despite the positive intent, social media users accused the brand of evoking Nazi and eugenics imagery due to the play on the words “jeans” and “genes,” and visual cues such as Sweeney’s blonde hair and a German shepherd dog in the ads.

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I saw Sydney Sweeney wearing a pair of American Eagle jeans and a tank top, so I bought a pair of American Eagle jeans and a tank top.

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Several TikTok videos criticizing the campaign went viral, with comments suggesting the visuals echoed disturbing historical ideologies. One user wrote, “Nazis went out of style, little over 60 years ago. SS doesn’t stand for Sydney Sweeney.” Another added, “Blonde hair, blue eyes, HOLDING A GERMAN SHEPHERD!!! What were you all thinking?” Critics also reacted strongly to a clip where Sweeney crosses out “genes” and writes “jeans” on a billboard, calling it “subtle 1930s Germany.”

However, the campaign also drew praise from conservative commentators who viewed the criticism as overblown. Some claimed the backlash was part of a culture war, with X users defending Sweeney as a symbol of traditional values and rejecting accusations of racism. Sydney Sweeney, who has largely avoided sharing her political views, has expressed support for LGBTQ+ rights and reproductive choice in the past.

Marketing expert Dr. Amelie Burgess from the University of Adelaide suggested that the controversy was likely an unintentional result of poor creative oversight and lack of diversity on AE’s marketing team. She noted that provocative messaging without cultural awareness can lead to unintended associations. Burgess added that while the backlash may hurt the brand temporarily, the long-term impact depends on how both American Eagle and Sweeney respond moving forward.