Sydney Sweeney's denim ad got cancelled for Nazi propaganda? Now American Eagle just dropped the mic saying, 'it's just jeans, not genes'
American Eagle vs the internet: The great jeans meltdown
The pun, clearly riffing on both genetics and denim, was too much for some users to handle. Social media lit up with backlash, accusing the brand of toeing dangerously close to Nazi ideology due to the campaign's emphasis on Sweeney's blonde hair and blue eyes. One user even predicted the ad would end up 'in history books.' Talk about drama in the group chat.
Critics cry fascism, others call it a stretch
TikTok and Instagram users had some strong opinions, calling the ad 'Nazi propaganda weird' and 'fascist-coded.' The combination of a conventionally attractive white woman praising her 'great genes' stirred a cultural pot no brand wants to boil over. One person remarked that the visual message felt straight out of a fascist handbook. Another chimed in saying the ad felt 'like Nazi s–t,' throwing all chill out the window.
Even celebrities jumped in. Lizzo posted a photoshopped version of herself in the same denim outfit, captioned, 'My jeans are black…' Meanwhile, Doja Cat made a TikTok mocking Sweeney's ad voiceover with an exaggerated accent. The sarcasm was thick, the eye-rolls even thicker.
AE finally responds… kinda
After days of being dragged, American Eagle issued a statement trying to pull the brakes on the internet spiral. They clarified the campaign was only about the jeans—her jeans, her story, her confidence. The brand reassured fans that their denim is for everyone and that 'great jeans look good on everyone.'
However, AE seems to be slowly nudging Sydney out of the spotlight. Their latest promo featured other models, captioned: 'Denim on denim on denim… AE has great jeans.' Subtle? Maybe. Strategic? Absolutely.
Controversy sells… apparently
Despite the drama, AE's stock surged over 10% after the campaign launched. While the court of public opinion is still divided, the brand's bottom line says otherwise. Whether accidental or genius marketing, one thing is clear, this campaign has legs.
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