American Eagle’s latest ad featuring actress Sydney Sweeney has ignited a heated debate over beauty standards, race, and representation. The jeans maker, once known for its inclusive advertising and sizing, is now facing backlash from critics who claim the ad feels like a departure from its previous commitments.
The ad sparked controversy after some praised it as “anti-woke” while others criticized it for approaching eugenics, a discredited theory that certain traits are inherited. The company’s response to the backlash was met with hostility, with former employees and critics accusing American Eagle of blaming those who were offended.
President Trump even chimed in on social media, praising Sweeney as a registered Republican and calling out American Eagle for being “anti-woke.” The ad’s influence extended beyond social media, garnering coverage in over 3,000 news articles and reaching more than 50 million readers. However, sentiment toward the brand plummeted from +50 to -31.
Industry experts say that American Eagle’s shift away from diversity and inclusion commitments is a calculated risk. Brands are now taking on “calculated risks” by distancing themselves from previous cultural norms, but this approach may not always yield positive results.
As one marketing strategist noted, “A brand should at the very least acknowledge when it offends its consumer base.” American Eagle’s response fell short of this mark, and the company’s shares rose only 23% on Monday after Trump’s endorsement. Despite this, stock remains lower than pre-Sweeney campaign levels, with foot traffic in stores down roughly 4%.
Source: https://www.axios.com/2025/08/07/american-eagle-sydney-sweeney-backlash