American Eagle Confronts Online Criticism
Following over a week of intense scrutiny from social media users and traditional media alike, American Eagle Outfitters has responded to the backlash surrounding its advertisement featuring actress Sydney Sweeney.
Response from American Eagle
On Friday afternoon, the clothing retailer took to Instagram to clarify the intent behind the campaign. The post read: “’Sydney Sweeney Has Great Jeans‘ is and always was about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
Controversial Campaign Details
The advertisement showcases the 27-year-old actress, known for her roles in “White Lotus” and “Euphoria,” lounging on the floor as she zips up her jeans. She remarks, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color,” before the camera captures her face as she states, “My jeans are blue.” The campaign concludes with the tagline: “Sydney Sweeney has great jeans.”
Public Reaction
Critics took issue with the advertisement’s narrative and the play on the word “genes,” suggesting it hinted at eugenics. American Eagle executives did not provide further comments, but Rebekah Margulis, associate vice president of fashion and retail at Shadow, the firm representing the company, was contacted for insight.
Sweeney has remained silent on the controversy, as has her stylist, Molly Dickson. However, Sweeney did share a recent post with her 25 million Instagram followers that read, “I have great jeans…now you can too,” alongside a video from the campaign.
Analyzing the Brand’s Response
The post by American Eagle has received more than 36,600 likes and 5,483 comments, eliciting mixed responses. Some users expressed disbelief, commenting, “I can’t believe this is all real,” while others were disparaging, saying, “It’s really clear who you’re all aligning yourselves with…”
Critics like Sacred Heart University professor David Loranger pointed out that American Eagle’s approach to the backlash deviates from typical branding and crisis management strategies. He stated, “To get such a vehement reaction from [some] consumers and to double down is sort of unheard of… They should fire their copywriter.”
Supportive Voices
Conversely, Jennifer Sey, former president of Levi’s and current CEO of XX-XY Athletics, offered a different perspective. “There is no reason for American Eagle Outfitters to apologize or backtrack because some women on TikTok, who probably never bought the brand anyway, don’t like it,” she remarked. She praised Sweeney’s authenticity and humor, asserting that the ad should be embraced rather than criticized.
Scott Woodward, founder of Sew Branded, described the wordplay as “clever,” but noted it might have struck a nerve with Gen Z consumers. He cautioned that ignoring consumer sentiment could worsen the situation.
Long-Term Implications
While American Eagle’s campaign initially boosted the company’s market value by $400 million upon its launch on July 23, Loranger suggested that the backlash could negatively impact Sweeney’s personal brand. He speculated that her team is likely in damage control mode akin to past controversies in celebrity endorsements.
Looking Ahead
American Eagle’s chief marketing officer, Craig Brommers, previously described the campaign as a potentially landmark venture for the brand, emphasizing Sweeney’s dual appeal to both Gen Z and Millennials. As the situation unfolds, it remains to be seen how the ad’s controversy will shape public perception and brand strategy.
