In a fiery and unexpected turn of events, MSNBC producer Hannah Holland has sparked a heated debate surrounding the latest American Eagle campaign featuring Sydney Sweeney. Holland’s accusations, made in a scathing column published on August 2, 2025, have left the fashion world, media insiders, and social media users divided. In her piece, titled “Sydney Sweeney’s ad shows an unbridled cultural shift toward whiteness,” Holland denounces the campaign as promoting a subtle but deliberate return to conservatism, whiteness, and hyper-capitalism—all masked under the guise of wholesome Americana.

The Roots of the Controversy

The trouble started when Sweeney, a popular actress known for her roles in Euphoria and White Lotus, appeared in a series of advertisements for American Eagle. Posing in a pair of classic jeans, Sweeney embodied an all-American look that seemed to speak to nostalgic values of femininity and Americana.

However, Holland claims that the campaign’s seemingly innocent appeal hides a darker undertone. “In the videos, Sweeney exudes a sort of vintage sexiness that caters to the male gaze,” she writes. “She embodies the near-mythological girl-next-door beauty but low-maintenance sexy femininity that dominated media in the 1990s and early 2000s.”

Holland argues that the portrayal of Sweeney—and by extension, American Eagle—reflects a cultural shift toward traditionalism and white-centric imagery. She accuses the brand of perpetuating a subtle form of white supremacy and Nazi propaganda through its casting choices and the overall aesthetic of the campaign. Holland goes so far as to claim that the use of the word “genes” in the campaign’s slogan—“American genes” compared to “jeans”—is a coded message that promotes fascism.

The Public’s Response: Divided Opinions

While Holland’s column has sparked fierce debate, the public response has been overwhelmingly critical. Many social media users, particularly those on platforms like X (formerly Twitter), have lambasted Holland for what they see as an exaggerated and out-of-touch take. Some critics argue that Sweeney’s involvement in the campaign was a straightforward advertising move, meant to sell jeans, not promote any political ideology.

“Maybe the public just likes Sydney Sweeney,” one commentator wrote. “She’s not trying to lead a political revolution—she’s just trying to sell some jeans and make some money.”

Meanwhile, American Eagle’s stock has reportedly surged 21% since the campaign’s launch, a sign that consumers are responding positively to the actress and the brand’s messaging. Sweeney, for her part, has not publicly commented on the controversy.

The Backlash Against MSNBC

Holland’s piece, however, has not only drawn the ire of fashion and media circles—it has also ignited a backlash against MSNBC itself. Critics argue that the network has become increasingly out of touch with mainstream America and has become a parody of itself in its relentless pursuit of cultural outrage.

One critic pointed out, “If everything is a conspiracy, if everything is a cultural war, it loses its power. People are tired of being told that everything they like is secretly racist or conservative.”

This sentiment resonates with many viewers who believe that MSNBC’s focus on political correctness and identity politics has alienated audiences. In a time when political discourse has become increasingly polarized, many Americans are looking for a break from the constant ideological battles—especially in advertising and entertainment.

The Larger Context: Conservative Backlash and the Rise of Puritanical Culture

Holland’s column also speaks to a larger cultural shift that some argue is taking place in the U.S. “Popular American culture is, indisputably, becoming more puritanical and conservative,” Holland claims. Some see this as a response to the progressive movements of recent years, particularly in areas like social justice and identity politics. The growing backlash against brands and celebrities that embrace more progressive stances has led to a resurgence of conservative values in mainstream media, culture, and advertising.

In this context, Sweeney’s portrayal of Americana, combined with her mainstream appeal, might unintentionally tap into a growing cultural nostalgia for a simpler, more traditional America—one that many see as being at odds with today’s liberal mainstream.

The Verdict: Is This Overreach or a Wake-Up Call?

As the debate rages on, it remains to be seen whether this controversy is merely the latest cultural flashpoint or a broader sign of shifting attitudes. While MSNBC’s focus on whiteness and capitalism may resonate with a subset of the media-consuming public, it also risks alienating those who view such analyses as overly ideological and divorced from the realities of everyday life.

For now, the American Eagle campaign appears to be resonating with a large swath of consumers, who may not be interested in the deeper political implications that some critics see in the ad. Instead, it’s a reminder of the ongoing tension between mainstream commercial culture and political correctness, with advertisers caught in the middle of a cultural and ideological battle that’s only heating up.

Whether this controversy will lead to lasting cultural change or fade away as another flash in the pan remains to be seen. But one thing is certain: the debate over Sweeney’s campaign is far from over, and it speaks to the deeper divide in the American cultural and political landscape.