What started as a classic denim rollout featuring Euphoria star Sydney Sweeney has unexpectedly turned into a heated internet storm.
The 27-year-old actress recently fronted American Eagle’s latest fall campaign, and while some fans were dazzled by the visuals and wordplay, others saw something far more troubling—accusations of racial messaging, eugenics undertones, and tone-deaf branding quickly followed.
Comedian Michael Pavano Weighs In with a Viral Spoof
While outrage brewed online, Los Angeles comedian Michael Pavano took a different route.
He parodied the ad with a cheeky, over-the-top skit that immediately resonated with his audience.
In a drag-style getup—complete with a purple denim outfit, brown wig, and balloon props—Pavano mimicked the style and tone of the American Eagle spot, leaning into absurdity.
In the voiceover, he riffed on the original campaign’s “genes/jeans” pun, saying things like, “My jeans are blue, so they’re better than yours”, and throwing in lines about blonde hair and blue eyes being “favored.”
The parody quickly blew up, racking up more than 13,000 likes in two hours across his Instagram and TikTok accounts.
Sydney’s Ad Plays on Words—But Not Everyone’s Laughing
The original campaign featured Sweeney buttoning up denim and narrating lines such as, “Genes are passed down from parents to offspring, determining traits like hair color, personality, and even eye color… my genes are blue.”
Another clip zoomed in on her chest as she modeled a deep V denim jumpsuit before cutting back to her face with the quip: “Eyes up here.”
American Eagle clearly leaned into the pun-heavy script—playing on “genes” and “jeans”—but what some found clever, others quickly branded problematic.
Accusations of Eugenics and Racial Messaging Flood In
Critics online didn’t hold back. Some argued the ad was riddled with “racialized dog whistles,” comparing it to Nazi-era propaganda and accusing the brand of celebrating whiteness through visual cues like Sweeney’s blonde hair and blue eyes.
One viral post called it “modern-day Nazi propaganda,” while another user remarked, “This campaign got so caught up in the pun, they missed how tone-deaf it really is.”
Others echoed the same sentiment with posts like, “It’s giving subtle 1930s Germany,” and “Who thought this was a good idea?”
The Backlash Isn’t Just About the Pun
A TikTok creator known as Angie (@vital_media_marketing) broke down the campaign’s imagery, pointing out how Sweeney’s narration about genetics, paired with sensual visuals, felt too aligned with exclusionary beauty standards.
She said the whole thing came off as “one of the loudest and most obvious racialized dog whistles we’ve seen in a while.”
Several others agreed, calling the message coded and problematic—especially in today’s social climate.
Fans Clash Online with Defenders Calling the Outrage Overblown
As the criticism mounted, others rushed to defend both Sweeney and the campaign.
Many insisted the backlash was over the top, suggesting the outrage said more about the viewers than the ad itself.
One supporter wrote, “If you think a pun about Sydney Sweeney being pretty is Nazi propaganda, you need to take a break from the internet.”
Another added, “It’s a denim ad.
Not a manifesto.” Others reminded people that “not every blonde with blue eyes is a symbol of white supremacy.”
Some even joked, saying it’s a classic case of the internet looking way too deep into things.
Sydney Sweeney Speaks Out About the Brand and the Message
Sweeney herself hasn’t addressed the controversy directly, but in a recent statement for the campaign’s launch, she shared her genuine admiration for American Eagle.
She said, “There’s something so effortless about American Eagle.
It’s the perfect balance of being put together but still feeling like yourself.”
She added that the brand’s ability to grow with its community is why she feels such a strong connection, noting, “They’ve been there with me through every version of myself.”
American Eagle Responds by Highlighting a Bigger Mission
Despite the backlash, American Eagle’s president Jennifer Foyle spoke proudly about the campaign.
She highlighted the company’s mission to deliver innovative, trendsetting denim while also pushing for real-world impact.
The ad isn’t just about fashion—it also supports Crisis Text Line, a mental health nonprofit.
Proceeds from the limited edition “Sydney Jean” will go toward crisis intervention and support programs, including a $100,000 grant for Historically Black Colleges and Universities (HBCUs), announced earlier this year.
Between Fashion and Controversy, the Message Got Complicated
In the end, what began as a classic celebrity-backed fashion rollout has become a case study in modern branding—where a simple pun can spark a cultural firestorm.
Was it an innocent play on words or a tone-deaf nod to harmful stereotypes? Opinions are still wildly divided, and the conversation shows no signs of slowing down.