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| Sydney Sweeney stars in a denim campaign for American Eagle. Courtesy of American Eagle |
Sydney Sweeney is no stranger to being in the spotlight and this time, it's not just for her roles on screen. Her recent American Eagle campaign has drawn intense scrutiny, with critics accusing it of promoting troubling ideas through provocative messaging. Yet according to public relations experts, far from damaging her image, the backlash may actually be a catalyst that catapults her even further into the cultural mainstream.
The campaign in question features the 27-year-old actress front and center, blending flirty innuendos with denim-focused puns under the slogan “Sydney Sweeney Has Great Jeans.” In one now-viral clip, she playfully redirects the viewer’s attention from her body to the message by quipping, “Hey! Eyes up here!” It’s the kind of tongue-in-cheek advertising that blurs the line between irony and objectification and it's done exactly what marketing teams dream of: it got people talking.
But the reactions weren’t all laughs. Critics were quick to accuse the campaign of being “regressive” and, more alarmingly, invoking a “eugenics dog whistle” by seemingly connecting Sweeney’s blue eyes, blond hair, and conventionally Western beauty to the idea of superior genes. Publications like Slate questioned how such a message made it through the marketing process in today’s politically charged environment. On TikTok, influencers slammed the ad’s tone-deaf execution. “It’s diabolical copy in this political climate,” said user @JessBritvich in a post viewed over 2.8 million times.
Still, backlash hasn’t slowed the campaign’s momentum or Sweeney’s. If anything, it’s amplified her reach. Supporters, including conservative media figures like Megyn Kelly and even White House communications manager Steven Cheung, decried the criticism as “cancel culture run amok.” Meanwhile, Sweeney remained unfazed, posting a casual manicure selfie on Instagram and steering clear of addressing the controversy publicly. Neither she nor American Eagle has released an official response.
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According to PR expert Eric Schiffer, Sweeney’s refusal to engage isn’t a misstep it’s part of a smart, deliberate strategy. “She is not buckling to the mob,” Schiffer told Truth Sider. “She’s going to be even bigger because of this.” In his view, controversy, far from being a liability, is fuel for Sweeney’s fire reinforcing her image as a confident, unapologetic woman who won’t dilute herself to appease critics.
This isn’t the first time Sweeney has walked this tightrope. Earlier this year, she made waves with a limited-edition product collaboration with men’s hygiene brand Dr. Squatch, which featured a bar of soap cheekily named “Sydney’s Bathwater Bliss.” The product was reportedly made using water from her actual bath an idea that, according to Sweeney, she came up with herself in response to fans who repeatedly asked about her bathwater. Instead of recoiling from the public’s obsession, she leaned into it and once again, the gamble paid off.
As Schiffer notes, these choices aren’t flukes; they’re a calculated extension of her brand. “She embraces being rebellious, sexy, and a little provocative,” he said. Sweeney’s public image has been carefully shaped to reflect a woman who is both empowered and comfortable occupying a space where sexuality and success coexist even if it invites criticism.
Indeed, the American Eagle campaign fits into a broader pattern in Sweeney’s career. Her breakout role in HBO’s Euphoria as Cassie Howard a character whose storyline often centers on her need for male validation solidified her status as a sex symbol and cultural lightning rod. Critics and fans alike debated the role's implications, particularly around the number of nude scenes. But Sweeney didn’t flinch. In interviews, she defended her choices, pointing out the hypocrisy of praising male actors for similar roles while degrading women who do the same. “There are hourlong compilations of world-famous male actors with nude scenes who win Oscars,” she told Cosmopolitan. “But the moment a woman does it, it degrades them.”
That confidence has followed her through every career choice, from taking on executive producer duties in the rom-com hit Anyone But You to signing with Marvel’s Madame Web, a move that flopped commercially but expanded her connections in the industry. She’s also been candid about her need to work consistently to support herself, explaining in interviews that she doesn’t have the luxury to take extended breaks.
All of this speaks to a professional who may be more business-savvy than many assume. Every campaign, every comment, every clapback or strategic silence is part of a larger play. As Tara Goodwin, a crisis communications expert and founder of Goodwin Consulting, explained, the American Eagle ad was provocative by design. “Was it meant to offend? I think the answer to that is an unequivocal no,” she said. “Was it meant to be thought-provoking and maybe get you a little riled up? Yes. And all in the name of money.”
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| Sweeney at the London premiere of "Echo Valley." Stuart C. Wilson/Getty Images |
The numbers speak for themselves. The Dr. Squatch campaign pulled in nearly one million signups in under a week, leading to a $1.5 billion acquisition of the brand by Unilever. American Eagle, for its part, saw its stock surge by 19% in premarket trading following the announcement of Sweeney’s involvement, catapulting her to meme-stock icon status an unusual feat for a Hollywood actor but one that underscores her powerful brand equity.
Criticism may make certain gatekeepers wary, but as Schiffer points out, the rewards often outweigh the risks. “She may alienate some casting directors, but others will do backflips to get her in their next project,” he said. “If the sales stay strong, corporate America will shrug at all this. Capitalism trumps cancellation.”
In a cultural landscape increasingly defined by polarizing debates and digital firestorms, Sydney Sweeney is charting a bold course. She’s not merely surviving the controversy she’s thriving in it. Whether intentional or incidental, the noise surrounding her may be the clearest sign yet that she understands exactly how to stay relevant in a fame economy that feeds on both admiration and outrage.
