Sydney Sweeney faces online backlash over American Eagle ad featuring her German Shepherd
TOI World Desk | TIMESOFINDIA.COM | Aug 06, 2025, 23:44 IST
( Image credit : AP )
Highlight of the story: Sydney Sweeney's American Eagle campaign sparks debate. The advertisement features her with a German Shepherd. Some online users criticize the dog's breed. They cite its historical association with the Nazi regime. American Eagle defends the campaign's focus on individuality. The brand supports Sweeney and her message. Proceeds from a special jean edition will support mental health initiatives.
Sydney Sweeney has found herself at the center of controversy following the release of her latest campaign with American Eagle. The 27-year-old Euphoria actress appeared in the brand’s fall promotion, titled “Sydney Sweeney has great jeans,” which features her modeling denim while making light-hearted remarks about inherited traits. However, what began as a fashion-focused campaign has drawn unexpected criticism, including attacks involving her pet dog.
Sweeney’s red-and-black German Shepherd, Sully Bear, a rescue dog frequently seen on her social media, has become a focal point of online backlash. Some social media users labeled the pet a “Nazi dog,” referencing the breed’s historical use by the Nazi regime during World War II. Critics cited the German Shepherd’s association with Adolf Hitler and the military during the Third Reich, using this to accuse Sweeney of sending racially coded messages. One viral TikTok described the ad as “one of the loudest and most obvious racialized dog whistles we’ve seen in a while,” drawing attention to references to blue eyes and “offspring” in the campaign.
The campaign features Sweeney delivering lines such as, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My genes are blue,” and, “My body’s composition is determined by my genes,” followed by the phrase, “Hey, eyes up here,” as the camera pans over her body. While these lines appear to be playful puns on “genes” and “jeans,” some online critics interpreted them as veiled allusions to eugenics and racial purity.
In response, American Eagle defended the campaign, emphasizing that it was meant to highlight individuality and self-expression through fashion. In a statement posted on Instagram, the company said, “‘Sydney Sweeney has great jeans’ is and always was about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way.”
Jennifer Foyle, president of American Eagle Outfitters, expressed support for Sweeney’s involvement, stating, “With Sydney Sweeney front and center, she brings the allure, and we add the flawless wardrobe for the winning combo of ease, attitude, and a little mischief.” She also highlighted the brand’s broader mental health initiative, noting that proceeds from a special edition of The Sydney Jean will go toward Crisis Text Line, which provides crisis intervention and mental health support. Earlier this year, American Eagle pledged a $100,000 grant to support mental health programs at Historically Black Colleges and Universities.
This is not the first time Sweeney has faced scrutiny over perceived political undertones. In 2024, the actress was criticized after images from a family gathering surfaced showing guests in outfits resembling those associated with pro-Trump “MAGA” events. At the time, Sweeney distanced herself from political affiliations, stating that the event was not intended to carry any political message.
Supporters of the actress argue that the recent backlash reflects a broader trend of hyper-analysis on social media, where even neutral or unintended associations can spark controversy. Despite the criticism, American Eagle has stood by its campaign, continuing to promote the message of confidence and individuality.
Sweeney’s red-and-black German Shepherd, Sully Bear, a rescue dog frequently seen on her social media, has become a focal point of online backlash. Some social media users labeled the pet a “Nazi dog,” referencing the breed’s historical use by the Nazi regime during World War II. Critics cited the German Shepherd’s association with Adolf Hitler and the military during the Third Reich, using this to accuse Sweeney of sending racially coded messages. One viral TikTok described the ad as “one of the loudest and most obvious racialized dog whistles we’ve seen in a while,” drawing attention to references to blue eyes and “offspring” in the campaign.
The campaign features Sweeney delivering lines such as, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My genes are blue,” and, “My body’s composition is determined by my genes,” followed by the phrase, “Hey, eyes up here,” as the camera pans over her body. While these lines appear to be playful puns on “genes” and “jeans,” some online critics interpreted them as veiled allusions to eugenics and racial purity.
In response, American Eagle defended the campaign, emphasizing that it was meant to highlight individuality and self-expression through fashion. In a statement posted on Instagram, the company said, “‘Sydney Sweeney has great jeans’ is and always was about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way.”
Jennifer Foyle, president of American Eagle Outfitters, expressed support for Sweeney’s involvement, stating, “With Sydney Sweeney front and center, she brings the allure, and we add the flawless wardrobe for the winning combo of ease, attitude, and a little mischief.” She also highlighted the brand’s broader mental health initiative, noting that proceeds from a special edition of The Sydney Jean will go toward Crisis Text Line, which provides crisis intervention and mental health support. Earlier this year, American Eagle pledged a $100,000 grant to support mental health programs at Historically Black Colleges and Universities.
This is not the first time Sweeney has faced scrutiny over perceived political undertones. In 2024, the actress was criticized after images from a family gathering surfaced showing guests in outfits resembling those associated with pro-Trump “MAGA” events. At the time, Sweeney distanced herself from political affiliations, stating that the event was not intended to carry any political message.
Supporters of the actress argue that the recent backlash reflects a broader trend of hyper-analysis on social media, where even neutral or unintended associations can spark controversy. Despite the criticism, American Eagle has stood by its campaign, continuing to promote the message of confidence and individuality.