Sydney Sweeney trolled for featuring her German Shepherd in American Eagle jeans ad, showered with Nazi, Hitler slurs

Euphoria actress Sydney Sweeney has found herself at the center of a social media storm after the debut of a new American Eagle advertising campaign, a controversy that has now extended to her pet dog.

The 27-year-old actress’s red-and-black German Shepherd, a rescue named Sully Bear, is being targeted in online attacks, with some calling the pet a “Nazi dog” due to the breed’s historical association with Nazi Germany. The dog, which has frequently appeared on Sweeney’s Instagram and accompanied her to public events, including a Met Gala after-party, is now entangled in a broader cultural and political debate.

“That is a Nazi pet,” one commenter posted, referring to Adolf Hitler’s well-documented use of German Shepherds during the Third Reich. Another critic dubbed the actress “Swastika Sweeney.”


German Shepherds, while a beloved and popular breed today, were notoriously used by the Nazi regime during World War II in military and concentration camp contexts. Critics used this history as grounds to tie Sully Bear into the growing controversy, framing Sweeney’s ownership of the breed as part of a broader “coded” messaging campaign.

How it all started

The backlash began after Sweeney debuted in American Eagle’s fall campaign titled “Sydney Sweeney Has Great Jeans.” The ad campaign features Sweeney modeling American Eagle denim while voicing lines about inherited traits. In one clip, she says: “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color, my genes are blue.” In another, as the camera pans over her body, she remarks: “My body’s composition is determined by my genes”, followed by the tongue-in-cheek line, “Hey, eyes up here.”

Trollers on social media accused the campaign of promoting a subtle form of racialized messaging. A viral TikTok by a media marketing creator called it “one of the loudest and most obvious racialized dog whistles we’ve seen in a while,” citing references to blue eyes and “offspring” as veiled nods to eugenic ideals.

In a statement posted Friday, American Eagle defended the campaign,“'Sydney Sweeney Has Great Jeans' is and always was about the jeans. Her jeans. Her story,” the brand said on Instagram. “We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way.”

Despite the controversy, American Eagle is standing firmly behind its star.

Jennifer Foyle, President of American Eagle Outfitters, praised Sweeney’s role in the campaign: “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 added that the campaign is part of a broader initiative supporting mental health. A portion of proceeds from a special edition of The Sydney Jean will go toward Crisis Text Line, which offers crisis intervention and mental health support. Earlier this year, American Eagle announced a $100,000 grant to expand mental health programs at Historically Black Colleges and Universities (HBCUs).

This isn't the first time Sweeney has faced controversy over perceived political signals. Last year, the actress was criticized after photos from a family gathering showed attendees in attire resembling MAGA-themed outfits. She later denied any political affiliation.

Sweeney’s supporters say the outrage says more about the current online climate than the content of the campaign itself.