Sydney Sweeney’s Ad Fame Comes With a Price to American Eagle, Sales Dip In New Report

Sydney Sweeney’s meteoric rise to pop stardom following Euphoria has made her one of Hollywood’s most sought-after faces, blending charm, talent, and a keen sense of relatability, especially among the young masses. Brands have eagerly tapped into her growing influence, hoping to capture some of her youthful appeal and mass clout. Among them, American Eagle recently spotlighted Sweeney in a high-profile campaign, banking on her ability to connect with Gen Z consumers. But despite the fanfare, the label’s strategy appears to have hit a stumbling block.

According to a new report, the campaign featuring Sydney Sweeney resulted in a notable drop in American Eagle’s sales, raising questions about the appeal of celebrity-driven marketing.

Sydney Sweeney’s sparkle fails to lift American Eagle sales

American Eagle’s latest earnings report, according to The New York Times, showed a disappointing start for its Sydney Sweeney ad campaign. Some store sales fell 3 percent in the quarter ending August 2, and overall revenue dropped by 1 percent to $1.28 billion, even as earnings per share rose to 45 cents. Executives noted that the July 23 debut of the Sydney Sweeney Has Great Jeans campaign boosted brand awareness and sold out her curated collection within a week, yet clearly, the overall impact on sales fell short of expectations, leaving the campaign underwhelming.

Sydney Sweeney’s American Eagle turn, notably, sparked major controversy, with critics accusing both the brand and the actress of promoting white supremacy through its ‘great genes’ wordplay. The debate intensified after President Donald Trump called Sweeney “HOTTEST,” drawing even more attention to its celebrity allure and alleged Nazi-inspired aesthetics. Meanwhile, while the ad generated short-term buzz and propelled the brand’s visibility, analysts, according to The New York Times, said it was unclear how much hype was directly due to Sweeney’s role. She has also yet to address the fiasco head-on.^[1][2]

Sydney Sweeney, who is out at the Toronto International Film Festival promoting her upcoming Christy Martin biopic, refused to comment on the American Eagle controversy during a pre-festival interview.^[3]

Sydney Sweeney keeps silent on American Eagle controversy

Speaking to Vanity Fair ahead of the Toronto Film Festival, which officially kicked off on September 4, Sydney Sweeney said that her focus at the soiree would remain on the promotion of the indie boxing drama Christy and its cast and crew. “I am there to support my movie,” the actress said, adding, “I am not there to talk about jeans,” emphasizing that the press should focus their attention on the revered subject of the title instead.

As Sweeney walks the TIFF red carpet, the American Eagle controversy still lingers, especially after the recent sales dip. But she stays calm, keeping the focus on her acting rather than the surrounding storm. With her attention on Christy and the people who made it, Sweeney shows that her talent, not the headlines, defines her. Whether she can fully escape the fallout is uncertain, but her poise makes it clear she is letting her work do the talking.

What do you think about American Eagle’s sales dipping since the Sydney Sweeney ad? Let us know in the comments.