AE campaign backlash prompts review

American Eagle faces backlash over its Sydney Sweeney jeans campaign as data show a drop in store visits.

American Eagle Reassesses Sydney Sweeney Campaign After Backlash

American Eagle released a campaign featuring Sydney Sweeney with the tagline Sydney Sweeney has great jeans. The idea uses a pun on genes to emphasize Sweeney's appearance and appeal. The campaign has drawn criticism over perceptions of white privilege and narrow beauty standards.

Placer.ai data show store visits to AE stores are down year over year, suggesting consumer pushback that goes beyond social media. AE says the campaign remains focused on the jeans and Sweeney's story, but critics argue the messaging misses the brand's broader inclusive potential.

Axios and Generation Lab survey results cited in coverage show 39 percent of young women and 42 percent of Democrats said the ads made them less likely to buy AE jeans. With young shoppers a key audience for AE, the campaign now faces a clear market signal that the approach may be hurting sales momentum.

The episode exposes a tension in modern marketing: star power can propel reach, yet the message behind the star must align with diverse consumer values. The backlash reveals a gap between what the company intended and what a broad, young audience hears. Brands that ignore such signals risk short term buzz while losing core shoppers.

To recover, American Eagle may need a swift pivot to a more inclusive, universal denim story that highlights fit and affordability without leaning into a single beauty ideal. Quick action matters because AE depends on a steady stream of teen and young adult buyers who influence future revenue.

Highlights

The brand now faces a choice between preserving a star powered narrative and rebuilding a more inclusive, durable denim story.