World
Sydney Sweeney ‘great jeans’ American Eagle advert called ‘Nazi propaganda’
Critics of the advert claim it is advocating eugenics and is a dog whistle that promotes white supremacy
July 29, 2025 13:05
Critics of the advert claim it is advocating eugenics and is a dog whistle that promotes white supremacy
July 29, 2025 13:05An American Eagle advert for a new denim line by Euphoria actor Sydney Sweeney has been labelled "Nazi propaganda" by angry critics online.
The controversy stems from a play of words about the actress having “good” jeans/ genes.
In an online advert, Sweeney in seen lying down as she buttons up her jeans. As the camera pans up her body, a voiceover read by actor says: "Genes are passed down from parent to offspring, often determining traits like hair colour, personality and even eye colour.”
When the camera finally settles on her face, the actress turns to camera and says: “My genes are blue”, as a tagline appears on screen reading: “Sydney Sweeney has great jeans."
Reacting to the ad, trans Jewish comedian Ella Yurman wrote on X: “ohhhh haha like GENES!! i get it! she has good jeans like she has good GENES! hahahaha like in a nazi way!! Totally!!!!!"
ohhhh haha like GENES!! i get it! she has good jeans like she has good GENES! hahahaha like in a nazi way!! totally!!!!! https://t.co/kFsRGL1ilv
— (((Ella Yurman))) (@EllaYurman) July 26, 2025
Meanwhile, on TikTok a user posted: “I will be the friend that’s too woke, but those Sydney Sweeney American Eagle ads are weird. Like, fascist weird. Like Nazi propaganda weird.
“Like, a blonde-haired, blue-eyed white woman is talking about her good genes. That is Nazi Propaganda."
Sayantani DasGupta, a professor of narrative medicine who lectures at Columbia University School of Professional Studies, also waded into the row, saying the advert is “really imbued with eugenic messaging” and that she will be putting it on her syllabus in the autumn.
Concluding her almost seven minute TikTok video, DasGupta said: “Does the Sydney Sweeney American Eagle campaign matter? Yeah, yeah it does. It is both a testament to this political moment, and it’s contributing to and reinforcing this kind of anti-immigrant, anti-people of colour, pro-eugenic political moment."
While many people have been upset by the campaign, some Jewish activists have pushed back against the “Nazi” narrative.
Debbie Lechtman who posts on Instagram under the name @RootsMetal, wrote: “This is the dumbest s**t I’ve ever read. Anyway there’s still 50 hostages in Gaza.”
In a post on her feed, Dr Adina Newman, who lectures on various genealogical topics related to Jewish genealogy, DNA, social media, wrote: “As someone who gets messages from literal Nazis and other Nazi sympathizers daily, this ain't it. Let's deal with actual problems without manufacturing new ones.”
The JC has contacted American Eagle.
To get more news, click here to sign up for our free daily newsletter.