Overview

• American Eagle’s new denim push features Sydney Sweeney in immersive 3D billboards, AI-powered try-on and a limited-edition “Sydney Jean” with proceeds to Crisis Text Line
• Observers have condemned the campaign’s genes/jeans wordplay for echoing eugenics and white supremacist rhetoric, with some comparing it to Nazi propaganda
• Doja Cat’s TikTok spoof of the ad monologue has racked up millions of views and intensified the online backlash on TikTok and X
• The brand has quietly pulled the central video from its social pages while keeping billboards live as neither American Eagle nor Sweeney have publicly addressed the controversy
• American Eagle’s shares remain above pre-campaign levels but crisis communications specialists warn that prolonged silence could undermine long-term brand credibility