Explained: Why Sydney Sweeney's new American Eagle ad is being called 'fascist' and 'Nazi'- and being labelled 'white supremacist'

Time of India

9 hours ago

Godwin's law states that any internet discussion will always veer towards someone making a comparison with Nazi or Hitler. And now that 4chan/Reddit ailment has escaped into the real world.
A denim ad meant to celebrate American style has instead ignited a firestorm online, with critics accusing American Eagle and actress
Sydney Sweeney
of peddling "Nazi fascist" propaganda through a campaign that plays on the phrase 'great genes'—a pun some say dangerously echoes eugenic and white supremacist ideals.
TL;DR
Sydney Sweeney stars in a new American Eagle ad campaign with the tagline: 'Sydney Sweeney Has Great Jeans.'
The campaign includes a video where Sweeney crosses out the word 'genes' and replaces it with 'jeans.'
Online critics say the ad is coded with racial overtones and liken it to white supremacist propaganda.
Accusations include promoting eugenic ideals and glorifying 'white genes.'
Neither Sweeney nor American Eagle has responded to the growing backlash.
What's in the ad?
The ad, part of American Eagle's new denim campaign, features 27-year-old Euphoria actress Sydney Sweeney in a distinctly Americana setting—fixing her car, slipping into the driver's seat, all while sporting a pair of jeans.
The tagline reads: 'Sydney Sweeney Has Great Jeans.' A follow-up video posted to American Eagle's Instagram shows Sweeney approaching a billboard with the phrase 'great genes.' She strikes out the word 'genes' with red paint and replaces it with 'jeans.'
A cheeky wordplay, right? Not according to a growing number of online critics.
Why are people calling it 'Nazi propaganda'?
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he criticism stems from the historical baggage tied to the phrase 'great genes.'
According to a widely circulated Salon article, the expression has long been associated with white supremacist ideals—used to promote whiteness, thinness, and eurocentric beauty standards.
The problem, critics argue, is that when the phrase is paired with Sweeney—a blue-eyed, blonde-haired woman often labelled the embodiment of 'classic American beauty'—it begins to resemble eugenic messaging.
'A blonde haired blue eyed white woman is talking about her good genes—that is Nazi propaganda,' said one viral TikTok user.
The visual of Sweeney crossing out 'genes' and writing 'jeans' has also been read as symbolic—an attempt to deflect or mock the implications of genetic superiority while simultaneously reinforcing them.
What are people saying online?
Social media backlash has been fierce and fast:
On X (formerly Twitter):
'The Sydney Sweeney American Eagle jeans ad is NAZI propaganda, and you're a fascist if you don't agree.'
'They could've gotten a beautiful Black woman to do this ad, but they picked a yt [white] woman instead…'
'American Eagle needs to delete those Sydney Sweeney ads.
They are genuinely scary.'
On TikTok:
Several creators have posted explainers breaking down the 'dog whistles' embedded in the ad, referencing how similar language was used in Nazi Germany and, more recently, in far-right political circles to celebrate white dominance.
But is this really that deep?
That's the cultural debate now unfolding.
On one hand, the campaign is clearly playing on a pun—'genes' and 'jeans.' On the other, when those words are paired with an image of a conventionally white American beauty and a brand literally called American Eagle, the symbolism feels more loaded than cheeky.
Whether or not the messaging was intentional, critics argue that intent doesn't negate impact—especially when mass-market fashion ads operate in an ecosystem shaped by decades of race, class, and beauty privilege.
Have American Eagle or Sydney Sweeney responded?
No.
As of July 28, 2025, neither the actress nor the brand has issued a public statement addressing the controversy.
American Eagle's Instagram post remains live, though comments appear to be limited or heavily moderated.
Has the campaign affected the brand?
Ironically, while the backlash raged online, the campaign did boost business. According to reports, American Eagle saw a 4% spike in shares after the ad dropped. But social goodwill may have taken a hit. Gen Z and millennial consumers—core demographics for American Eagle—have increasingly shown a preference for socially conscious branding, and this incident could create longer-term reputational risks.
Why is Sydney Sweeney often controversial?
This isn't the first time the actress has found herself in political hot water.
Sweeney previously drew criticism in 2022 when photos surfaced from her mother's 60th birthday party, where guests were seen in red hats that looked like MAGA caps. The hats actually read 'Make Sixty Great Again,' a pun on her mother's milestone birthday, but many on the internet interpreted it as a pro-Trump statement. The actress denied any political affiliations at the time, saying the celebration was not intended to be political, but the incident left the internet keeping a close eye on her public image.
In this case, it's less about what Sweeney has said and more about what her image represents in the broader cultural landscape.
FAQs
Q: What's wrong with the phrase 'great genes'?
A: It has historical ties to eugenics and white supremacy, especially when used to describe blonde, blue-eyed, Eurocentric beauty as inherently superior.
Q: Was this ad intentionally fascist?
A: That's debatable. There's no proof of intent—but critics argue that the visual and verbal cues, even if unintentional, mirror fascist aesthetics and ideas.
Q: Why hasn't the ad been pulled?
A: American Eagle has yet to respond. The company may be weighing whether the controversy helps or hurts brand visibility in the long run.
Q: Is Sydney Sweeney responsible?
A: That depends on how much creative input she had. While she starred in the ad, the brand and agency are ultimately responsible for messaging and design.
Bottom line:
In the age of internet hyper-literacy, ads don't live in a vacuum. Whether by accident or design, this campaign has stirred up a hornet's nest about race, beauty, and nationalism—and no one involved seems ready to put out the fire.