Kenya, July 30 -- Sydney Sweeney, the 27-year-old "Euphoria" star, is at the centre of a firestorm over her "Sydney Sweeney's American Eagle ad" campaign, launched July 23, 2025, with the tagline "Sydney Sweeney Has Great Jeans."

The campaign, intended to promote a denim line with proceeds supporting domestic violence awareness, has drawn accusations of promoting eugenics due to its wordplay on "great genes", as reported by The Guardian.

Critics on X and TikTok label the ad "tone-deaf", citing racial undertones, while supporters praise Sweeney for challenging "woke" advertising, sparking a 15% stock surge for American Eagle.

American Eagle's fall 2025 campaign features Sweeney modelling "The Sydney Jean", a limited-edition denim line with a butterfly motif symbolising domestic violence awareness, with 100% of proceeds donated to Crisis Text Line.

The campaign, which includes 3D billboards in Times Square and Las Vegas, uses playful wordplay: "Genes are passed down. My jeans are blue," Sweeney says in a viral clip with over 30 million views. Salon notes the ad's focus on Sweeney's blonde hair and blue eyes, which some critics argue evokes eugenics-era rhetoric, leading to heated online debates.

The controversy surrounding "Sydney Sweeney's American Eagle ad" stems from its perceived racial implications. NBC News reports that critics on X and TikTok, including one user stating, "Focusing on a blonde, blue-eyed woman's 'perfect genetics' feels weird in today's America," accuse the campaign of echoing white supremacist ideals.

The ad's line, "My body's composition is determined by my genes," followed by Sweeney's playful "Eyes up here!", has been called out for oversexualising a serious cause.

Conversely, right-wing supporters on social media celebrate it as a rejection of DEI initiatives, with one post declaring, "Sydney Sweeney killed woke advertising."

The campaign's viral impact led to a significant financial boost, with American Eagle's stock jumping 15.29%, adding $310 million to its market value.

CNBC reported a 4% share increase on July 24, driven by meme stock trading on Reddit and Stocktwits, despite a 30% year-to-date decline. However, JPMorgan downgraded the stock to underweight, forecasting a 23% drop due to tariff and markdown pressures.

The campaign's success, tied to Sweeney's star power, positions American Eagle as a 2025 meme stock favourite, though analysts warn the surge may be short-lived.

Beyond the ad controversy, Sweeney's 2025 is packed with high-profile roles. She stars in Eden, a survival thriller releasing August 22, with a 57% Rotten Tomatoes rating, and Echo Valley, a psychological drama with Julianne Moore, out June 13 on Apple TV+.

Sweeney also transformed physically, gaining 30 pounds to portray boxer Christy Martin in a biopic directed by Colman Domingo, set for fall 2025. Her return as Cassie Howard in Euphoria Season 3, delayed to 2026, keeps fans buzzing, with Grazia noting her excitement for the role. The Housemaid, a thriller with Amanda Seyfried, premieres December 25, 2025, aiming for awards season buzz.

Sweeney's personal life also made headlines in 2025. After splitting from fiance Jonathan Davino in March, she was spotted on July 25 jet-skiing with a mystery man in Idaho, sparking dating rumours.

The Daily Mail reported her flirty appearance with Machine Gun Kelly and Patrick Schwarzenegger at Stagecoach, though sources clarified no romance with co-star Brandon Sklenar. Sweeney told The Sunday Times she's enjoying single life, focusing on friends and self-discovery. Her 25.5 million Instagram followers amplify her every move, with her American Eagle post garnering over 1 million likes.

The American Eagle campaign highlights Sweeney's ability to drive attention but also exposes her to polarised criticism. Euronews notes accusations of "Nazi propaganda" reflect broader cultural tensions, with some dismissing the backlash as overblown.

Sweeney's commitment to domestic violence awareness through "The Sydney Jean" is overshadowed by the controversy. As she navigates her career, with roles in Scandalous! and Split Fiction on the horizon, Sweeney's strategic choices, balancing acting, producing, and brand deals, position her as a Hollywood powerhouse.

Published by HT Digital Content Services with permission from Bana Kenya.