(NewsNation) — Actress Sydney Sweeney’s new American Eagle campaign is drawing backlash over a tagline that some say has racial undertones.   

American Eagle’s fall campaign features the “Euphoria” actress in head-to-toe denim, standing beside a billboard that reads “Sydney Sweeney Has Great Genes.” She crosses out “genes” and replaces it with “jeans,” highlighting the brand’s signature denim.  

Sydney Sweeney’s ‘good jeans’ draw mixed reactions

Social media users almost immediately commented on the advertisement, saying it evoked eugenic-era language that promoted the idea that white beauty standards were superior to others, according to Salon.   

“Who on your marketing team said this was a good idea,” one social media user wrote under American Eagle’s Instagram post.   

Another person said, “It’s giving ‘Subtle 1930’s Germany.’”  

Some fans of the “Anyone But You” actress defended Sweeney. “Woke advertising is dead. Sydney Sweeney killed it,” a social media user said, according to the Express Tribune.   

Sweeney’s campaign has also drawn praise for its charitable goal. All proceeds from the new denim line will benefit Crisis Text Line, a nonprofit offering mental health support to domestic violence survivors, according to the Express Tribune.   

Sydney Sweeney drives American Eagle’s stock

Despite the backlash, American Eagle stock has risen 21% since Sweeney’s campaign dropped, CNBC has reported.   

The company’s brand recognition and high short interest make it likely to become the next “meme stock,” according to CNBC.   

Despite the surge, American Eagle’s stock is down roughly 45% year-over-year, according to the Daily Mail.  

“With Sydney Sweeney front and center, she brings the allure,” American Eagle’s President and Executive Creative Director Jennifer Foyle said in a statement to CNBC. “We add the flawless wardrobe for the winning combo of ease, attitude and a little mischief.”