American Eagle works with specialists for external crisis communication because she navigates the recent setbacks of the brand with Sydney Sweeney, according to the information obtained from Modern Retail.
Media inquiries sent to American Eagle seem to have been forwarded to actum, This positions itself online as a “global consulting company”, which provides our customers all over the world very sensible and measurable results. It has offices in six markets, including New York City and Sacramento, California, and lists “crisis” as one of his specialist knowledge together with “Advocacy”, “Dei” and “M&A Advisory”.
The connection confirms that the 3.3 billion US dollars Brand is looking for new ways to answer the controversy to answer an advertising campaign that is criticized as an caused eugenic and white supremacy, as well as an excessive sexual departure from previous campaigns that aimed at celebrating the body of all kinds.
Modern retail turned to American Eagle at the beginning of this week to see if the company had something to say about the counter -reaction of the advertisement. A representative of Actum got in touch and said that Actum “works” with the brand. Shortly afterwards, the public relations agency of Record from American Eagle contacted modern retail and said that the source that turned to modern retail was “not justified in the name of AE”. Modern retail then contacted both Actum and American Eagle to clarify their relationship. Neither replied after the press time.
The message of actum participation comes to one Week after American Eagle triggered his new marketing campaign with SWEENEY, which drove in Bussen, a 20-story advertising table on Times Square, Las Vegas and Platforms such as Snapchat and Instagram. The campaign is called “Sydney Sweeney has great jeans” and plays on the homophones “jeans” and “genes”.
In a video, Sweeney, who was in a jeans, says “genes are passed on by the parents to descendants and often determine features such as hair color, personality and even eye color. My jeans are blue.” Another video Shows a wall display in which “Sydney Sweeney has great genes” before Sweeney paints over it to say “jeans”.
SWEENEY is white, blond and blue -eyed, and the campaign was criticized on social media. Some saw the expression “great genes” as an allusion to Eugenik, a discredited field that stipulates that the human breed can be improved by selectively breeding for certain characteristics. “There are 'subtle Germany of the 1930s',” wrote a commentator on Instagram. “Yes, no. Read the space and the political climate,” wrote someone else about Tikkok. Others have accused the American eagle to satisfy the male look through the advertisements that Sweeney's bodies scroll.
There was also a counter reaction to the counter reaction. Some have painted negative reactions on the Internet as excessively sensitive. Legal personalities of the right media have welcomed the campaign to emphasize a woman who is considered conventional to be attractive, and shows that “sharpness is back”. (The YouTube picture signature for a segment In Megyn Kelly's show says: “Culture can be honest and again against beauty.”)
American Eagle has not submitted an official statement on the campaign. The share price, which has dropped by 3% in the first five days, has dropped by 3%. While in the past few days a large part of the social media content of American Eagle around SWEENEY, the brand at the beginning of this week published an Instagram contribution represent a color model. “Denim on denim on denim … on denim. Ae has great jeans,” says the caption. “Is that just damage control?” Someone commented. “I would like to hear how many POC were involved in the creation and implementation of this campaign,” said someone else.
The focus of an entire campaign on a celebrity like SWEENEY is a new direction for American Eagle, which has previously presented several public personalities in advertisements. Craig Brommers from American Eagle said last week that the collaboration with Sweeney – an actress who is known for her work on “The White Lotus” and “Euphoria” – was “the biggest get in the history of our brand” and therefore required a different approach.
He also mentioned parallels between Sweeney and the American Eagle brand. “Sydney represents the American Eagle brand well,” he said. “She can rise if she wants, but also looks as a girl next door and very accessible.”