The ongoing controversy over Sydney Sweeney’s American Eagle campaign has sparked an intense cultural debate, gaining momentum after former teacher-turned-influencer Payal Desai posted a deeply personal and emotional video. Desai claimed the ad triggered unresolved trauma tied to white beauty standards. Speaking candidly to her followers, she reflected on her 13-year-old self—a brown-skinned girl who shopped at American Eagle yet felt invisible in a society that celebrated blonde hair and blue eyes. She admitted that, back then, she wished she could swap her name and heritage for those coveted physical traits, a painful reminder of how deeply societal ideals had eroded her self-worth. Her disappointment was palpable as she expressed frustration that even in 2025, the cultural narrative still seemed to glorify white-centric beauty.
Her video resonated with many, quickly going viral, but the attention was far from universally supportive. Right-wing commentator Colin Rugg shared her post on X (formerly Twitter), where it racked up over 24,000 likes. Much of the reaction was harshly critical. Rugg mocked Desai, labeling her a “professional victim,” a sentiment echoed by many of his followers. The comments ranged from accusations of jealousy to claims of self-loathing, with one particularly cutting remark 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 victimhood narratives seemed to gain so much traction, suggesting that for some, victimhood itself had become part of their identity.
The debate soon jumped beyond social media pundits and into mainstream pop culture. On the August 2 episode of Real Time with Bill Maher, comedian Bill Maher weighed in with his trademark sarcasm. He joked that Sweeney must be a Nazi, only to dismiss the notion moments later by pointing to her outfit in the ad—head-to-toe denim. Maher poked fun at the outrage, pointing out the irony of criticizing the concept of “good genes” while people still use dating apps to judge others based on appearance, even swiping left on someone for being bald. His commentary highlighted the contradictions at play in the larger discussion.
Meanwhile, the backlash—and support—extended into the music industry. Doja Cat, who had been largely absent from social media, reappeared with a parody of the American Eagle ad, surprising fans and signaling her alignment with Desai’s perspective. Lizzo also jumped in, posing in a similar denim outfit and pairing it with a caption that mocked political outcomes. However, Lizzo’s attempt at humor didn’t land with everyone; some critics told her to focus on her own legal troubles rather than weigh in on the issue.
As the cultural flashpoint intensified, American Eagle finally responded on August 1. The brand issued a carefully worded statement, clarifying that the campaign’s slogan, “Sydney Sweeney Has Great Jeans,” was a playful nod to denim—not genes, genetics, or racial superiority. The company reaffirmed its mission to celebrate how every person wears their jeans with confidence and individuality, regardless of background or appearance. Interestingly, the controversy may have worked in the retailer’s favor—its stock rose by 8% after the campaign launched, suggesting that the increased visibility, whether fueled by outrage or admiration, was boosting brand recognition.
