Sydney Sweeney is once again the face of American Eagle, starring in a new campaign for the denim brand. This latest outing comes after a widely publicized controversy last summer surrounding an advertisement featuring the tagline "Sydney Sweeney Has Great Jeans," a pun interpreted by some as a "eugenics dog whistle" and a promotion of narrow beauty standards.
The brand, and Sweeney, appear to be doubling down on the partnership, framing the initial campaign as a resounding success despite the criticism. American Eagle Chief Marketing Officer Craig Brommers stated that the initial ad was the brand's most successful campaign ever, generating billions of impressions and becoming "the most talked about advertising campaign of the year." This suggests a strategic decision to continue with Sweeney, rather than distance themselves from the perceived controversy.
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Sweeney herself has addressed the backlash, asserting she is "against hate" and "leads with kindness." Her recent comments aim to "banish the negative energy" surrounding the "great jeans" slogan. She has, in the past, expressed surprise at the reaction, stating she "love[s] jeans."
A Continued Narrative
The new campaign is described as a continuation of the existing narrative, focusing on "going forward" rather than dwelling on past criticisms. Brommers indicated a desire to "turn the volume down" on the controversy while still leveraging the success of the previous ads. The current campaign features Sweeney in a more relaxed setting, with playful lines like "What brand am I wearing? … Yeah, that one."
The initial "great jeans" campaign, which featured a conventionally attractive, white, blonde woman, drew accusations of upholding a singular beauty standard and alienating a broader audience. American Eagle has acknowledged these critiques, with reports of efforts to include diverse representation, such as an Instagram post featuring a woman of color stating, "AE Has Great Jeans."
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Financial Upswing and Political Crossfire
Regardless of the critical discourse, American Eagle reportedly saw a significant sales boost following the initial campaign, with jeans "flying off the shelves." The controversy also garnered attention from public figures, including President Trump, who reportedly weighed in on the matter. Some observers have suggested the brand may have strategically leveraged the online uproar for increased publicity and sales, a tactic as old as advertising itself.
Sweeney initially remained largely silent on the issue, citing work commitments. Her more recent statements, made months after the initial controversy, aim to clarify her values and distance herself from any unintended negative interpretations of the campaign. The actress has also used the opportunity to promote other projects, including her film "The Housemaid."
