What started as a seemingly innocent denim ad campaign has exploded into one of the summer’s fiercest culture wars, pitting generations, media powerhouses, and fashion brands against each other. American Eagle’s latest campaign, starring Emmy-nominated actress Sydney Sweeney, has set off a national debate about the politics of style, the power of imagery, and the hidden messages brands may—or may not—be sending to millions of young Americans.

The Campaign That Sparked a Storm

Launched on July 24, 2025, American Eagle’s “Sydney Sweeney Has Great Jeans” campaign was designed to evoke classic Americana: rolling fields, golden sunsets, and Sweeney—known for her roles in Euphoria and The White Lotus—smiling in timeless denim. The campaign quickly became a viral sensation, racking up 120 million views on X (formerly Twitter) and TikTok, and spawning the trending hashtag #SweeneyJeansStorm with over 250,000 retweets.

But what looked like a simple celebration of American style soon became the center of a heated controversy.

The MSNBC Critique That Lit the Fuse

The spark that ignited the backlash came from an unexpected place: veteran MSNBC producer Hanna Holland. In a sharply worded column published on July 29, Holland accused American Eagle of sending a “coded message to the next generation”—one she claims subtly promotes conservative values, white-centric imagery, and capitalist nostalgia, all under the guise of “traditional American charm.”

“This isn’t just fashion—it’s a calculated cultural pivot,” Holland wrote. “It’s denim, sunsets, and classic Americana on the surface, but underneath, it’s a dog whistle for regressive values.”

Holland’s critique landed with particular force because it came from a progressive news outlet. It wasn’t long before social media erupted. Critics on TikTok and X echoed Holland’s concerns, calling the campaign a “racialized dog whistle” and accusing American Eagle of pushing a sanitized, whitewashed vision of America.

A Deepening Divide

As the backlash spread, it exposed a growing divide not just between generations, but between competing narratives in the media and fashion worlds. Some progressive commentators argued that the campaign’s focus on Sweeney’s blonde, blue-eyed look and the “great jeans” pun—referencing both denim and genetics—evoked uncomfortable echoes of eugenics-era ideals and exclusionary beauty standards.

Robin Landa, a professor at Kean University, told Newsweek that the phrase “great genes” is “historically loaded” and has been used in the past to promote ideas of white superiority. The Guardian’s Sophie Gilbert described the campaign as a “wink at the modern right’s obsession with eugenics,” while others pointed to a shift in advertising away from body positivity and diversity, and back toward thinness and whiteness.

Conservative Pushback and a Soaring Stock Price

Not everyone saw the campaign as sinister. Conservative commentators quickly fired back, calling the backlash an example of “cancel culture run amok.” White House communications director Steven Cheung called the controversy proof that “loving Sydney Sweeney’s jeans makes you a Nazi” was a losing strategy for Democrats. Vice President JD Vance, speaking on the Ruthless podcast, mocked critics and argued that the outrage only energized conservative voters.

Meanwhile, American Eagle’s stock price soared 15% in the days following the controversy, adding $310 million to the company’s valuation. The brand issued a brief statement insisting the campaign was “about the jeans,” while Sweeney herself declined to comment, fueling further speculation.

Fact vs. Fiction: What’s Really Going On?

It’s important to note that while Holland’s column was real, some of the more sensational claims circulating on social media—such as a live on-air meltdown or a leaked diary—are unverified or outright fictional. No credible sources have confirmed that Holland used the exact phrase “coded message” on air, nor that she had a meltdown on MSNBC Live. However, her published column did criticize the campaign for its “shift toward whiteness, conservatism, and capitalist exploitation.”

This mix of real critique and viral exaggeration has only added to the confusion, with some readers struggling to separate fact from fiction.

The Broader Context: Fashion, Media, and the Politics of Image

The Sydney Sweeney controversy isn’t happening in a vacuum. It’s the latest flashpoint in a long-running debate about the role of fashion in shaping cultural and political values. From Brooke Shields’ provocative Calvin Klein ads in the 1980s to more recent debates over body positivity and representation, brands have long walked a fine line between provocation and inclusion.

Recent years have seen a push for greater diversity in advertising, with many brands embracing body positivity, LGBTQ+ visibility, and multiculturalism. But as the American Eagle campaign shows, even a return to “classic” imagery can trigger fierce debate about what—and who—gets to be considered “American.”

Is This Just Branding, or an Ideological Shift?

As the backlash continues, both the media and fashion industries are being forced to ask tough questions: Is American Eagle simply tapping into nostalgia for a simpler, more unified vision of America? Or is the campaign a deliberate attempt to appeal to conservative values and audiences, at a time when cultural and political divisions are sharper than ever?

Experts say the answer may be both. “Brands are always trying to read the room,” says media scholar Dr. Raj Patel. “Sometimes, that means playing it safe with classic imagery. Other times, it means pushing boundaries. But in today’s polarized climate, even the safest choices can become lightning rods.”

The Human Side: Sweeney, Activism, and Charity

Lost in the noise is the fact that American Eagle pledged to donate proceeds from the “Sydney Jean” collection to Crisis Text Line, supporting domestic violence awareness. Yet, even this charitable angle has been drowned out by outrage and debate.

Sweeney, for her part, has faced political scrutiny before. In 2022, she was criticized for an Instagram post featuring guests in “Make Sixty Great Again” hats at her mother’s birthday party. She called the accusations of right-wing ties “absurd,” but her background—growing up in Idaho, fixing cars, and starring in a Dr. Squatch ad—has made her a favorite among some conservative fans.

The Bottom Line: A Wake-Up Call for Fashion and Media

As protests outside American Eagle’s New York headquarters draw crowds holding signs like “Denim, Not Division,” it’s clear that the politics of fashion are more fraught than ever. Whether the controversy fades or sparks lasting change, the Sydney Sweeney campaign has exposed just how deeply divided Americans are over questions of identity, representation, and the power of brands to shape culture.

For now, one thing is certain: In 2025, even a pair of jeans can become a political battleground.