‘Sydney Sweeney Has Great Jeans,’ declared American Eagle last Tuesday (July 22) in a series of wordplay-laden social ads and a Times Square billboard promoting its fall collection, fronted by the Euphoria and White Lotus star.
On Thursday, American Eagle’s stock had jumped 7%. By Friday, the brand was facing a media firestorm that accused it of promoting “pro-eugenics” ideals—a jarring misstep in an America grappling with a rightward shift.
Outrage was sparked by dialogue from one particular video (which now appears to be removed from several social platforms) in which Sweeney says: “My body’s composition is determined by my genes.”
As the camera focuses on her breasts, she scolds the operator, “Hey, eyes are up here,” before continuing: “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color,” The camera pans to her eyes. “My jeans are blue,” she finishes.
Critics on TikTok, LinkedIn, and X have called the messaging a “racist dogwhistle,” claiming the creative direction, alongside images of the blue-eyed, blonde-haired star, was a nod to “Nazi” eugenics, an ideology which idealized Aryan features and sought to eliminate or suppress those who didn’t possess them.
Sydney Sweeney x American Eagle, oh my god. pic.twitter.com/tDkeGT9R7G
— Sydney Sweeney Daily (@sweeneydailyx) July 24, 2025
Before the backlash, American Eagle’s chief marketing officer (CMO) Craig Brommers described Sweeney’s endorsement as one of the “biggest gets in American Eagle history.”
He told ADWEEK that the “pressure was on” for the investment to deliver following a $68 million adjusted operating loss for the business in the first quarter of 2025, owing to the impact of tariffs, product misses, and a cold spring.