Sydney Sweeney shuts down American Eagle questions as sales soar
Published in Entertainment News
NEW YORK — While American Eagle is touting a recent boost in sales the company says is tied to its controversial Sydney Sweeney ad campaign, the actress is refusing to talk about it.
Ahead of promoting her latest film at the Toronto International Film Festival this weekend, the “Euphoria” star made it clear that she didn’t want to address the brouhaha surrounding the divisive campaign.
“I am there to support my movie and the people involved in making it, and I’m not there to talk about jeans,” Sweeney told Vanity Fair in an interview published Thursday. “The movie’s about Christy, and that’s what I’ll be there to talk about.”
The 27-year-old beauty is scheduled to appear on Friday at the world premiere of “Christy,” a film that centers on the 1990s rise of International Boxing Hall of Famer Christy Martin and her trainer/manager-turned-husband. The indie biopic, in which Sweeney stars as Martin alongside Ben Foster, hits theaters nationwide in November.
Meanwhile, the American Eagle paid spot — titled “Sydney Sweeney Has Great Jeans” — was released in July and was met by outrage online, with many critics claiming it promoted white supremacy.
“Genes are passed down from parent to offspring, often determining traits like eye color, personality, and even hair color. My jeans are blue,” Sweeney said in the ad, prompting some detractors to liken the play on the word “genes” to “Nazi propaganda” about eugenics.
Amid the backlash, President Donald Trump championed the actress a reporter informed him she’s a registered Republican.
“Oh — now I love her ad! If Sydney Sweeney is a registered Republican, I think her ad is fantastic,” the MAGA leader said in early August.
But controversy apparently sells. American Eagle Outfitters’ chairman and CEO Jay Schottenstein said its second-quarter performance “exceeded expectations” after the company’s stocks surged 25% in after-hours trading on Wednesday.
“The fall season is off to a positive start,” he wrote in an earnings release statement. “Fueled by stronger product offerings and the success of recent marketing campaigns with Sydney Sweeney and Travis Kelce, we have seen an uptick in customer awareness, engagement and comparable sales.”
Kelce, the Kansas City Chiefs tight end, launched a partnership with American Eagle for his fashion line, Tru Kolors, which was announced just one day after he confirmed his engagement to Taylor Swift.
The AE x Tru Kolors collaboration — featuring more than 90 pieces, including varsity jackets, rugby polos and vintage-inspired tees — is expected to make both Kelce and American Eagle a pretty penny.
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