Though it’s aimed at women, American Eagle’s campaign echoes that aesthetic. Some of the ads focus on Sweeney’s individual body parts, including her chest and buttocks, and several of the spots show her performing for and addressing an unseen cameraman.
American Eagle’s is not the first sexually suggestive ad starring Sweeney this year. In June, she fronted a campaign for Dr. Squatch, promoting bars of soap that contained her bathwater. The push was firmly intended for the male gaze, with Sweeney mocking “dirty little boys” with a product that smelled like “morning wood.”
The actor was involved in everything from product development to creative strategy, Dr. Squatch’s vp of global marketing, John Ludeke told ADWEEK at the time.
“Women also love Sydney Sweeney,” he said. “While there may be some people who say they don’t like the concept, overall, what we’ve heard is people appreciate a woman who is in power, who’s in control, who’s able to have fun and not take themselves too seriously.”
American Eagle’s campaign was originally intended to support a domestic violence charity, with 100% of the purchase price of Sweeney’s namesake jeans going to Crisis Text Line, which provides confidential, 24/7 mental‑health and domestic violence support via text.
Instead, it has become another flashpoint in America’s culture wars.
It’s a clear reminder for brands that without the right checks and balances, even well-meaning work can do more harm than good.