Sydney Sweeney fans jump to defence of actress after jeans advert labelled ‘racist’: ‘Get over yourselves!’
American Eagle’s autumn advertising campaign featuring actress Sydney Sweeney has sparked controversy over its central slogan “Sydney Sweeney Has Great Jeans”.
The wordplay, which sounds the same as “great genes”, has drawn criticism for what some perceive as eugenics-era messaging.
The campaign showcases the 27-year-old Euphoria star modelling various denim pieces from the fashion retailer’s new collection.
In promotional videos, Sweeney discusses genetic traits whilst wearing the brand’s jeans, creating what critics describe as problematic associations.
The controversy erupted across social media platforms, with commentators suggesting the campaign’s messaging was particularly inappropriate given current social tensions in America.
The backlash has divided public opinion, with some defending the advertisement as harmless marketing whilst others condemn it as deeply offensive.
In the campaign videos, Sweeney discusses how “genes are passed down from parents to offspring” whilst buttoning her jeans, specifically mentioning her blue eyes and blonde hair.
Another advertisement features the camera panning across her body as she states “My body’s composition is determined by my genes” before redirecting attention with “Hey, eyes up here”.
Social media users drew parallels to 1930s Germany, with one commenter writing: “It’s giving Subtle 1930’s Germany.”
Another critic described the campaign as “one of the loudest and most obvious racialized dog whistles we’ve seen and heard in a while.”
“the sydney sweeney b**** is racist!” one X user fumed, while a marketing analyst, posting on TikTok, highlighted how the advertisement focuses on Sweeney’s physical features whilst she discusses genetics, calling the messaging “deeply problematic.”
Numerous defenders of the campaign emerged online, dismissing the controversy as overblown.
One supporter posted on X: “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 shared: “Sydney Sweeney – that commercial is not racist if you think that is there really something wrong with your brain grow the f*** up.”
“You’ve got to be kidding!! There was NOTHING RACIST about the Sydney Sweeney AD. Get over yourselves!!!!!!!” one more added. (sic)
Others questioned whether comparing denim advertisements to Nazi propaganda was excessive.
The campaign includes charitable elements, with proceeds from Sweeney’s specially designed denim collection supporting Crisis Text Line, a mental health charity.
The limited-edition jeans feature butterfly designs intended to raise awareness about domestic violence.
Neither Sweeney nor American Eagle have publicly responded to the controversy, according to reports from multiple outlets.
The advertising campaign incorporates augmented reality features, Snapchat filters and artificial intelligence-powered virtual fitting tools, according to industry reports.
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The campaign is believed to have emerged five hours ago, with criticism intensifying throughout Monday.
One Instagram user suggested the controversy might be deliberate, writing “This has to be rage bait”, whilst others urged the retailer to “read the room”.