American Eagle’s Daring Campaign Sparks Mixed Reactions
American Eagle Outfitters took a significant risk with its recent advertisement featuring Sydney Sweeney, which aimed to align with the “body-positive” movement. However, experts believe this may come as the brand’s commitment to that movement has started to fade, as noted by retail analysts.
A decade ago, Airy, a lingerie brand from the mall retailer, gained popularity by featuring everyday women with diverse body types, in stark contrast to the heavily curated images from entities like Victoria’s Secret. But now, American Eagle has seen a dip in sales, suggesting that the appeal of “inclusive fashion” might have its limits, particularly in the changing political climate since President Trump’s election.
Retail analyst Gabriella Santaniello mentioned that the brand seems to be caught off guard by their own push for body positivity, becoming hesitant about appearing too “sexy.” Recent months have seen a shift towards more provocative styles, even before the buzz around Sweeney’s campaign erupted online.
For instance, items like string bikinis and revealing shorts, once limited to online sales, began appearing in physical stores earlier in the year. Susan Scafidy, who heads the Institute of Fashion Law, has observed this trend toward bolder looks in contemporary styling.
Moreover, unlike competitors such as Abercrombie & Fitch and The Gap, American Eagle’s website showcases models in a range of revealing tops, which Santaniello finds perplexing given that many teen retailers typically steer clear of suggestive imagery.
The controversy escalated following Sweeney’s appearance in late July. In one advertisement, she and her fellow stars are seen engaging with a vintage Mustang GT350, exuding an edgy vibe. Shortly after, Trump’s comments on the ads—calling them “hot” and “illusion”—drew increased attention, resulting in a significant jump in the company’s stock.
Hitha Herzog, a professor of fashion management, mentioned that American Eagle needed to adapt amidst a politically conservative environment and the ongoing dialogue surrounding body positivity and diversity. They’ve always had a knack for gauging where trends are heading.
Traffic to American Eagle’s website spiked dramatically after the campaign launched on July 23. Data from Consumer Edge indicated a rise of over 60% by July 28 compared to the same day last year.
However, the catchphrase, “Sydney Sweeney has great jeans,” drew criticism. In one advertisement, Sweeney discusses how genes relate not only to fashion but also aspects like personality and appearance. This sparked backlash, with some critics accusing the campaign of promoting controversial ideologies, leading to calls for a boycott of the brand. According to a recent survey, a notable percentage of young women and Democrats expressed reluctance to purchase American Eagle products due to the ads.
Additionally, foot traffic in American Eagle stores saw an 8.9% drop during the week of August 3, contrasting with a 3.9% decrease the week prior, raising concern about potential reputational damage.
“When brands face a slowdown in momentum, it’s often tied to cultural or reputational dynamics,” noted James Ewen, a marketing executive.
On August 1, American Eagle made a brief statement on their Instagram, asserting their focus on celebrating individuality in how people wear their jeans, emphasizing the confidence that comes with their products.
