American Eagle's 'Sydney Sweeney Has Great Jeans' campaign sparked controversy, being labeled as evoking eugenics and oversexualizing a back-to-school theme. In response, the brand issued a statement on Instagram asserting that the campaign was meant to celebrate inclusivity. Hailey Knott, a former social media manager for the brand, expressed her disappointment with the response, describing it as weak. She criticized the campaign for its lack of direction and oversexualization, noting the desperate attempt for attention while the brand faced widespread criticism from the internet community.
"This is the back-to-school campaign, which also makes all of this over-sexualization disturbing. Now all of the internet is finally seeing the lack of direction, lack of social awareness that is the American Eagle marketing leadership team."
"Great jeans look good on everyone," the statement concluded. "We'll continue to celebrate how everyone wears their AE jeans with confidence, their way."
"This brand was desperate for a moment, and I don't think that this is the one that they were hoping for."
"I was disappointed, but not surprised" by what she called the company's "weak-ass statement."
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