American Eagle Outfitters Stands Firm on Controversial Ad
Recently, American Eagle Outfitters faced criticism over a new advertisement featuring actress Sydney Sweeney. The campaign stirred up debates about race and beauty standards, prompting a response from the company.
In a statement shared on their Instagram account, American Eagle emphasized that the focus of the campaign was always about promoting their jeans. “This is about the jeans. Her jeans. Her story,” the retailer stated. They expressed their commitment to celebrating individuality, asserting that “great jeans look good on everyone.”
This response came after a wave of backlash, particularly regarding the tagline “Sydney Sweeney has great jeans,” which some found provocative. The company’s chief marketing officer hinted in earlier interviews that the campaign might push boundaries and ignite discussions.
However, it remains unclear whether American Eagle anticipated the level of controversy that would emerge. Much of the criticism revolved around a video that playfully used the word “genes” in connection with Sydney, known for her roles in shows like “Euphoria” and “White Lotus.”
The most contentious part of the campaign was when Sweeney humorously remarked about how “genes” dictate traits like hair and eye color, before stating, “My jeans are blue.” This video, shared on social media, was not part of the main campaign but nonetheless caught attention.
Some critics interpreted the wordplay as an uncomfortable nod to the discredited idea of eugenics, while others argued that the backlash was overblown. Marketing experts noted that any discussion about a brand, whether positive or negative, can be beneficial, as it keeps people talking.
Allen Adamson, co-founder of a marketing consultancy, commented on this strategy, suggesting that trying to please everyone might prevent a brand from gaining traction. “If you follow all the rules, you may make many happy, but you might also fail to launch,” he stated.
American Eagle appears to be standing by its message and aims to promote a vision of confidence and individual expression through its products.
