"When Sydney Sweeney appeared in American Eagle's latest campaign, one that knowingly nods to last year's 'great genes' controversy, it definitely wasn't a brand error; it was deliberate. We only need to look at the rise in American Eagle's share price after the campaign launched: it rose 6 percent. Controversy sells and creates engagement."
"The campaign matters because it tests a now-familiar modern rule: online outrage can be loud, but it does not always translate into commercial consequences, for both brand and celebrity."
American Eagle's latest advertisement featuring Sydney Sweeney addresses previous backlash with a confident approach. Sweeney humorously acknowledges the brand while showcasing new jean shorts. The campaign challenges the notion that online outrage leads to commercial failure. In 2025, Sweeney faced criticism for a slogan interpreted as promoting eugenics, but the brand now embraces that controversy. PR expert Lynn Carratt notes that the campaign was intentional, as evidenced by a 6 percent rise in American Eagle's share price, indicating that controversy can drive engagement and sales.
Read at Macon Telegraph
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