Sydney Sweeney has been the speak of the city, and it has nothing to do together with her work on the 2025 film schedule. As a substitute, it is her collaboration with American Eagle that has been making waves, and never only for its denim. The Euphoria star’s “nice denims” marketing campaign sparked a heated on-line debate, however in line with one public relations skilled, the controversy might have ended up working in her favor.
Some critics argued the advert’s wordplay between the phrases “denims” and “genes” evoked undertones of eugenics. Nonetheless, in line with Nathan Miller, CEO and founding father of the disaster communications agency Miller Ink, which represents Fortune 500 firms and celebrities, the marketing campaign might have finally labored to the model’s benefit. Talking with The Hollywood Reporter, the skilled weighed in on the controversy, explaining:
American Eagle performed it fairly properly. The identical model 5 years in the past would’ve apologized profusely and tried to maneuver previous it rapidly. As a substitute, they caught to their weapons and stood by the marketing campaign. It was irreverent sufficient with out being offensive. What was nice about it for Sweeney is that whereas it could have had everybody speaking, she wasn’t. Everybody was talking about her, and he or she doesn’t need to do something.
The marketing campaign, which launched a particular “Sydney Jean” and a limited-edition jacket, leaned on a playful phrase swap. However the rollout drew swift backlash, with some critics even accusing American Eagle of echoing “Nazi propaganda.”
In response, the model launched one other advert from the sequence that includes a non-white mannequin, a transfer that appeared geared toward reframing the dialog.
By means of all of it, the Anybody However You star herself has stayed silent. Whilst her household briefly weighed in (her brother joking publicly in regards to the controversy), the actress has averted direct remark. In keeping with the PR skilled, that restraint could also be her smartest technique:
Whether it is genuine to her and he or she desires to be public about it, nice, however she mustn’t really feel compelled to take action simply because somebody dug up her occasion registration. It’s completely acceptable for her to say, ‘I don’t focus on my politics, that’s private. I’m solely right here to speak about my film.’ And she or he doesn’t lose. That’s the most secure technique.
The controversial denims advert stirred headlines, but it surely hasn’t been Sweeney’s solely speaking level this summer time. She was additionally noticed jet snowboarding in Idaho throughout a transient getaway with a thriller man, fueling hypothesis about her post-engagement love life. The photographs, obtained by Web page Six, present the actress smiling alongside her thriller companion. And very like her dealing with of her American Eagle controversy, neither the Immaculate actress nor her staff has addressed the outing. Nonetheless, the timing added one other layer of intrigue to an already headline-heavy season for the star.
Sydney Sweeney seemingly isn’t letting controversy dampen her entrepreneurial spirit. She just lately made headlines by promoting her bathwater as cleaning soap. On the similar time, she’s been busy on a number of fronts: filming the upcoming Euphoria Season 3, and having fun with karaoke nights with co-stars Hunter Schafer and Maude Apatow.
Her newest movie, Americana, formally hit theaters on August 15, so make sure to test your native listings for showtimes. In the meantime, because the discourse surrounding this American Eagle marketing campaign continues, we’ll make sure to preserve you up to date.