How Sydney Sweeney Drove the Internet Insane

American Eagle’s new ad campaign featuring actress Sydney Sweeney has stirred up controversy with its tagline “Sydney Sweeney Has Great Jeans,” launched on July 23 to promote a fall denim collection. The campaign, which includes a limited-edition “Sydney Jean” with a butterfly motif to support the Crisis Text Line, has drawn criticism for a pun on “jeans” and “genes,” with some labeling it as promoting white supremacy or even Nazi propaganda. While the debate rages, the ad’s commercial success suggests it’s hitting a nerve.

In the ad, the 27-year-old actress highlights her blue eyes while saying, “Genes are passed down… my genes are blue,” a line intended as playful wordplay. However, critics on platforms like TikTok and X have pointed to the eugenics undertones, arguing that her blonde, blue-eyed image evokes historical rhetoric about genetic superiority. One TikTok user called it “pure Nazi stuff,” while marketing expert Robin Landa noted the phrase “good genes” carries a loaded history tied to past discriminatory practices. Some see the ad as a subtle jab at diversity efforts amid the Trump administration’s push against DEI initiatives.

On the flip side, supporters argue the backlash is overblown, drawing parallels to Brooke Shields’ 1980s Calvin Klein ads that also played on “jeans” and “genes.” X posts from fans suggest it’s a harmless pun, with some calling it a minor controversy blown out of proportion. American Eagle has yet to comment, and Sweeney has remained silent, leaving the ad’s intent unclear. Despite the uproar, the company’s stock has risen 16-21% since launch, fueled by meme stock buzz on Reddit and Stocktwits.

Media outlets like NBC and The Washington Post have framed the campaign as a misstep with historical baggage, but its success hints it may resonate with a nostalgia-driven audience. Whether a calculated move or an unintended gaffe, the ad has sparked widespread discussion, blending cultural critique with commercial gain.