Decline in American Eagle's Sales After Sydney Sweeney's Ad

• American Eagle's sales declined by 9% after the advertisement featuring Sydney Sweeney.
• The ad triggered backlash due to its reference to the eugenics movement.
• The supermodel drew attention from politicians, including Donald Trump.

Sales at American Eagle fell by 9% over two weeks following the release of the ad featuring Sydney Sweeney, which sparked controversy. Data from the company Pass_by shows that in the first full week after the campaign's launch on July 23, sales dropped by 3.9% compared to the same period last year.

In the period from September 3 to 9, the largest decline was observed — at 9%. This decline has affected American Eagle's competitors, such as Abercrombie & Fitch and H&M, although their declines were less significant.

The advertising campaign with Sydney Sweeney became the subject of criticism due to its reference to eugenics. In the role, the actress plays with the words "jeans" and "genes," which sparked outrage in society. Among the critics were not only ordinary users but also politicians, including President Donald Trump, who spoke out at a rally in Sweeney's defense.

American Eagle did not comment on the decline in sales, but previously defended its advertising, stating that it has always only referenced jeans. At this moment, Sydney Sweeney's ad did not reflect the cause of the supermodel, although it received significant attention in the media.

Tags: USA/Economy