The controversy surrounding Sydney Sweeney’s American Eagle ad continues to stir debate as a former teacher-turned-influencer, Payal Desai, went viral for claiming the ad triggered unresolved trauma related to white beauty standards. In her emotional video, Desai reflected on her younger self, a 13-year-old brown girl who shopped at American Eagle and felt invisible in a world that prized blonde hair and blue eyes.
She admitted she once wished to trade her name for those features, a testament to how deeply societal standards impacted her self-worth. She expressed disappointment that, in 2025, society still hasn’t moved far enough from glorifying white-centric beauty. The video gained traction quickly, but not all the attention was supportive. Right-wing commentator Colin Rugg reposted it to X (formerly Twitter), where it amassed over 24,000 likes, many of which were sharply critical. Rugg mocked Desai, calling her a “professional victim,” a sentiment echoed by his followers. Comments poured in, accusing Desai of jealousy and self-loathing, with one user stating, “If your self-worth crumbles at the sight of Sydney Sweeney in jeans, the problem isn’t whiteness. It’s you.” Others questioned why so many lean into a victim narrative, suggesting that victimhood has become an identity.
Comedian Bill Maher also jumped into the conversation during his August 2 episode of Real Time, sarcastically suggesting that Sweeney must be a Nazi, then quickly dismissing the idea by referencing her ad’s aesthetic—Sweeney dressed in denim from head to toe. Maher ridiculed the outrage by highlighting the contradiction between denouncing the idea of “good genes” while simultaneously using dating apps to judge people by appearances, joking about users swiping left on bald men. Meanwhile, the controversy extended beyond pundits and comedians.
Musicians Doja Cat and Lizzo chimed in, seemingly siding with Desai’s perspective. Doja Cat broke her social media silence to parody the ad, much to the surprise of fans, while Lizzo posed in a similar outfit with a caption mocking political outcomes, but her commentary received backlash, with some suggesting she focus on her own legal issues. As this cultural flashpoint gained momentum, American Eagle responded subtly but firmly. On August 1, the brand issued a statement clarifying that the campaign’s slogan, “Sydney Sweeney Has Great Jeans,” was about denim—not genes or racial superiority—and reaffirmed its mission to celebrate how everyone wears their jeans with confidence and individuality.
Notably, the company’s stock rose by 8% following the campaign’s launch, indicating that the attention—whether positive or negative—was fueling brand visibility. Sydney Sweeney, at the center of the controversy, has remained publicly silent, offering only a quiet post of a bouquet of flowers with a heart emoji. Despite her silence, many outlets have tried to interpret her post as a subtle reaction to the storm brewing around her. On social media, the discourse remains divided. Some tweets labeled the campaign “tone deaf,” criticizing the implications of praising “good genes” in the context of a white actress representing beauty ideals. Others rejected the backlash entirely, calling it an overblown reaction to an otherwise unremarkable ad.
A handful of users criticized the media for sensationalizing the drama for clicks, while others pointed out that many of the critics appeared more jealous than genuinely offended. Public perception appears split between those who empathize with Desai’s personal experience and those who view her reaction as exaggerated or attention-seeking. Regardless of where one stands, the campaign has undeniably ignited a broader conversation about race, beauty, identity, and the role of advertising in shaping public sentiment. While American Eagle holds its ground and Sweeney remains silent, the internet continues to do what it does best—debate, dissect, and turn a simple denim ad into a full-blown cultural moment.
