Sydney Sweeney Deflects Questionsโค About American Eagle Adโ controversy atโข TIFF
TORONTO – Sydney Sweeney shut down further discussionโข of the โrecent โฃAmerican Eagle โคadโค campaign that sparked online debate duringโ a pressโข conference at the Torontoโค 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 audiencesโ while decliningโ 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. โฃAmerican Eagle responded withโค a statement emphasizing the focus remained “on the jeans” and “her story,” adding, “We’ll continue โคto celebrate how everyone wears their โAE jeans with confidence, their way. Great jeansโค look good on everyone.”โ Despite the backlash, the campaign demonstrably boosted the brand’s performance.
executives reported recordโค traffic and unprecedented new โฃcustomer 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 โขwithin a week, with several itemsโ disappearing within a โday of โฃrelease. Chief marketing officer Craig Brommers stated Sweeney was “a winner” and the campaign generatedโ “unprecedented new customer acquisition” in just six weeks. The campaign also garneredโข over 150 million social media views.
Sweeney acknowledged the โimportance of being awareโ of public reaction to her work,โ telling The Wall Streetโ Journal that โค”it’s crucialโ to have a finger on the pulseโค of whatโฃ people are saying, becauseโ everything is โฃa conversation with โคthe audience.”
The actress is currently balancing promotional dutiesโค for “Christy,” a biopic about boxingโฃ legend Christy Martin set for release on December 19, and “The Housemaid,” also due in theaters on December 19.