Sydney Sweeney cryptically addresses American Eagle backlash.

Sydney Sweeney briefly returned to social media after facing heavy backlash over her American Eagle denim campaign.

The 27-year-old actress, featured in the brand’s fall ads with the tagline “Sydney Sweeney Has Great Jeans,” became the focus of controversy after critics called the campaign “Nazi propaganda.”

Some claimed the slogan hinted at her European ancestry and Idaho roots, while American Eagle publicly defended her, stating she did nothing wrong.

According to a Salon report, the phrase “great genes” has long been tied to praising whiteness, thinness, and traditional beauty standards, prompting some to label the campaign as tone-deaf marketing.

On Saturday, Sydney posted a rare and cryptic update on Instagram—a photo of pale pink roses with a white heart sticker—leaving fans speculating about its meaning.

In the campaign, the Spokane, Washington-born actress—soon to star as boxer Christy Martin in a biopic—shows off different denim styles.

In a related video, Sydney buttons her jeans and says, “Genes are passed from parents to children, shaping traits like hair, personality, and eye color… my genes are blue.”

In another ad, the camera pans down Sydney’s chest as she wears a low-cut denim jumpsuit.

She says, “My body’s composition is determined by my genes…” before playfully adding, “Hey, eyes up here,” as the shot returns to her face.

The ad has sparked mixed reactions, with one critic calling it “one of the most blatant racialized dog whistles we’ve seen in a while.”

Many on social media expressed outrage, comparing the campaign’s messaging to Nazi propaganda.

One critic wrote, “So Sydney and American Eagle really expect people not to see this as a nod to eugenics and white supremacy?”

Another added, “The Sydney Sweeney American Eagle ads are basically modern-day Nazi propaganda—it’s shocking how blatant it is. Things feel really strange right now.”

One critic commented, “The most Nazi-like part of Sydney Sweeney’s ad for me was the word ‘offspring.’”

Another added, “‘Jeans (genes) are passed down from parent to offspring… my jeans (genes) are blue… Sydney Sweeney has great jeans (genes).’ None of this feels like a coincidence—it’s straight-up eugenics.”

On TikTok, Angie (@vital_media_marketing) reviewed the ad, highlighting what she saw as problematic messaging.

She noted, “As the camera pans over her body and face, she’s literally talking about her family tree, the genetics she’s inherited—her blonde hair, blue eyes—and how great they are.”

Critics flooded American Eagle’s Instagram, with one remarking, “It’s giving subtle 1930s Germany,” while others defended Sydney, calling the backlash unfair.

Some defended Sydney on X/Twitter, with one post reading, “If you think a jeans ad with a pun about Sydney Sweeney being pretty is a Nazi dog whistle, you seriously need to put the phone down for a bit.”

Another wrote, “People are reading way too much into this—she’s literally just promoting jeans, not Nazi propaganda.”

A third added, “Calling Sydney Sweeney’s American Eagle ad pro-eugenics because of a ‘good genes/jeans’ pun is absurd. It’s a denim ad, not a manifesto. Not every blonde with blue eyes is a Nazi—some of you need a history book and a nap.”

One user posted, “You don’t have to like Sydney Sweeney or how she promotes herself, but isn’t comparing those jeans commercials to Nazi propaganda a bit extreme?”

Daily Mail has contacted representatives for Sweeney and American Eagle for comment.

In a July 23 press release about the fall campaign, Sweeney said, “There’s something so effortless about American Eagle,” adding that the brand “strikes the perfect balance between looking put-together and still feeling like yourself.”

The Euphoria actress added, “I love that American Eagle creates pieces that make you feel confident and comfortable in your own skin—that really resonates with me. It’s rare to find a brand that evolves with you the way American Eagle has for generations.”

She concluded, “They’ve been with me through every version of myself.”

Jennifer Foyle, president of American Eagle Outfitters, shared that the campaign will also support domestic violence charities, saying, “This fall, American Eagle is celebrating what makes us iconic—trendsetting denim that leads rather than follows. Our innovative fits and versatile styles reflect how our community truly wears denim: mixed, matched, layered, and lived in.”

Foyle explained why Sweeney was the ideal face for the campaign: “With Sydney Sweeney front and center, she brings the star power while we deliver the perfect wardrobe—a winning mix of ease, attitude, and a touch of mischief.”