Amidst a storm of controversy, American Eagle has reportedly witnessed a 9% decline in foot traffic following its controversial ad featuring Sydney Sweeney. The popular American clothing brand found itself at the epicenter of a growing uproar after unveiling a divisive campaign starring the 27-year-old "Euphoria" actress, which many online critics lambasted as "tone-deaf" and even akin to "Nazi propaganda."
Sweeney, donning tight jeans in various scenes, including one where she playfully spray-paints a billboard, changing the word "genes" to "jeans," became the face of the retailer's latest denim ad campaign. Emblazoned with the cheeky slogan, "Sydney Sweeney has great jeans," the ad's aesthetics ignited a furor across social media platforms. This furore erupted after Sweeney's recent decision to go pantsless following a weight gain for her latest film role.
One irate individual vented on X, "The Sydney Sweeney American Eagle ad campaign perfectly encapsulates why diversity is crucial in these companies to avoid such optics. This stuff is incredibly tone-deaf!" Another commentator added, "Sydney Sweeney's recreation of Brooke Shields' infamous jeans ad—which sexualized a 15-year-old and was rightfully condemned—is deeply insensitive. Referencing exploitation for aesthetics is not empowering; it's regressive. Women deserve better than this recycled exploitation. #americaneagle."
Yet another detractor exclaimed, "Sydney Sweeney and American Eagle promoting eugenics and Nazi propaganda was the last thing I expected in 2025."
In defense of the campaign, an American Eagle spokesperson insisted, "The campaign is intended to be fun, confident, and rooted in self-expression—nothing more."
Meanwhile, according to data from Pass_by, the retail giant witnessed a 9% drop in store visits during the week commencing August 3, compared to the corresponding period last year. As reported by Retail Brew, this marked the second consecutive week of declining foot traffic since the contentious ad campaign's launch.
Despite the wave of criticism, the brand briefly witnessed a surge in its stock price, reportedly jumping by 23% after former President Donald Trump praised the ad online, dubbing it the "HOTTEST commercial ever made." He wrote on Truth Social, "Sydney Sweeney, a registered Republican, has the 'HOTTEST' ad out there. It's for American Eagle, and the jeans are 'flying off the shelves.'"
On the flipside, Dr. Phil publicly ridiculed the outrage, dismissing the Nazi comparisons as "an absolute insult" and pledging to buy American Eagle jeans for every woman in his family.
Not all social media users were critical, however. Some shared positive responses to the advertisement. One individual wrote, "Beyond the political controversy, American Eagle's Sydney Sweeney ad was a brilliant brand move." Another commented, "Can we just have Sydney Sweeney and Sophie Cunningham do all the ads for everyone now? Thank you." A third added, "Sydney Sweeney shines in her American Eagle ad! Stunning, talented, and unfairly targeted by absurd activist claims. Let's celebrate her beauty and strength, not tear her down."
The Mirror US has reached out to American Eagle for further comment. This development comes after Sweeney was recently flirtatiously engaged by one of the world's most prominent sports stars.
