Sydney Sweeney Deflects Questions About American Eagle Ad controversy at TIFF
TORONTO – Sydney Sweeney shut down further discussion of the recent American Eagle ad campaign that sparked online debate during a press conference at the Toronto International Film Festival on Wednesday, August 20. The actress, promoting her upcoming biopic “Christy,” steered clear of addressing the controversy, stating the importance of maintaining a dialogue with audiences while declining to elaborate on the specifics of the ad’s reception.
The controversy stemmed from the brand’s marketing featuring Sweeney, with some online critics questioning the campaign’s messaging. American Eagle responded with a statement emphasizing the focus remained “on the jeans” and “her story,” adding, “We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.” Despite the backlash, the campaign demonstrably boosted the brand’s performance.
executives reported record traffic and unprecedented new customer acquisition following the launch of the campaign, with American Eagle’s stock soaring nearly 30% higher on Thursday, September 4. The jean collaboration with Sweeney sold out within a week, with several items disappearing within a day of release. Chief marketing officer Craig Brommers stated Sweeney was “a winner” and the campaign generated “unprecedented new customer acquisition” in just six weeks. The campaign also garnered over 150 million social media views.
Sweeney acknowledged the importance of being aware of public reaction to her work, telling The Wall Street Journal that ”it’s crucial to have a finger on the pulse of what people are saying, because everything is a conversation with the audience.”
The actress is currently balancing promotional duties for “Christy,” a biopic about boxing legend Christy Martin set for release on December 19, and “The Housemaid,” also due in theaters on December 19.