Additional Coverage:
- Sydney Sweeney’s American Eagle ads sparked outrage. PR pros say it will make her a bigger star. (businessinsider.com)
Sydney Sweeney’s “Great Jeans” Campaign for American Eagle Sparks Controversy, Boosts Brand
Sydney Sweeney’s latest ad campaign for American Eagle has generated buzz, but not all of it positive. The campaign, titled “Sydney Sweeney Has Great Jeans,” features the 27-year-old actor in a series of playful clips emphasizing wordplay and, at times, her physique.
One ad, in particular, drew criticism. In it, Sweeney states, “Genes are passed down… My genes are blue,” while the camera pans over her denim-clad figure.
Critics labeled the ads everything from “regressive” to a “eugenics dog whistle,” with some commentators taking issue with a blonde, blue-eyed woman being presented as the exemplar of desirable genetics. Online platforms like TikTok saw significant negative commentary, with one video criticizing the campaign’s messaging garnering millions of views.
However, the campaign also found defenders. Some drew parallels to past provocative denim ads featuring young actresses, while others dismissed the backlash as an overreaction from the “lunatic left.” Even White House communications manager Steven Cheung weighed in, characterizing the criticism as “cancel culture run amok.”
Sweeney herself has remained silent on the controversy, continuing to post on social media as usual. Her representatives and American Eagle have also declined to comment.
Public relations experts suggest that the controversy is unlikely to harm Sweeney’s brand. Eric Schiffer, a PR and branding expert, believes Sweeney’s image as fearless and rebellious will only be strengthened by the backlash. He predicts, “She’s going to be even bigger because of this.”
This isn’t Sweeney’s first foray into provocative marketing. Her recent collaboration with Dr.
Squatch on a soap called “Sydney’s Bathwater Bliss” also generated divided reactions. Despite accusations of playing into patriarchal tropes, Sweeney revealed she pitched the idea herself, stating that she was simply responding to public interest.
According to Schiffer, these campaigns solidify Sweeney’s brand as a confident and unapologetically sexy figure comfortable with controversy. He believes she is unfazed by the negative attention.
Sweeney’s career has been marked by both calculated moves and a willingness to court controversy. Her breakout role in HBO’s “Euphoria” established her as a sex symbol, sparking debate over the show’s depiction of nudity and sexuality. Sweeney has defended her choices, pointing to the double standard faced by actresses compared to their male counterparts.
While acknowledging the financial motivations behind her brand deals, experts believe Sweeney is also strategically crafting her public image. The American Eagle campaign, despite its controversial elements, may have been seen as a calculated risk.
Crisis communications expert Tara Goodwin suggests the campaign was designed to be provocative, but not necessarily offensive, adding, “And all in the name of money.” The ensuing outrage, some argue, may have even been anticipated and viewed as a potential benefit.
The campaign’s financial impact is undeniable. Following the partnership announcement, American Eagle’s stock surged, earning Sweeney the moniker “meme stock icon.”
Dr. Squatch reported nearly 1 million sign-ups for a giveaway related to the “Bathwater Bliss” soap, and the company was later acquired by Unilever in a multi-billion dollar deal.
While acknowledging potential downsides, Schiffer believes the controversy will ultimately benefit Sweeney’s career, stating, “If the sales stay strong, corporate America will shrug at all this. Capitalism trumps cancellation.”