Sydney Sweeney Returns for American Eagle Amid Sales Dip

Sydney Sweeney, star of "The Housemaid," has once again partnered with American Eagle to promote the brand's latest collection, which includes midriff-baring jeans and tops. Sweeney shared several images from the new campaign on her Instagram account, showcasing the retailer's new styles. One post highlighted a low-cut white tank top paired with low-slung blue jeans, captioned "It's low rise season."

This new campaign comes at a time when American Eagle is experiencing a downturn in sales. The company recently reported that comparable sales for its flagship American Eagle brand dropped by 2 percent in the latest quarter, primarily due to weakness in the women's bottoms category, the very segment Sweeney was hired to promote.

This marks a shift from the initial excitement surrounding Sweeney's partnership with American Eagle. Her first major campaign, dubbed the 'Great Jeans' campaign, was a significant marketing success, reportedly attracting approximately one million new customers and generating over 150 million social media views. The campaign was credited with boosting the retailer's stock. A follow-up campaign, "Syd for Short," also generated investor optimism, with shares rising nearly 9 percent upon its launch.

However, the recent earnings report indicates a challenge in translating viral marketing buzz into sustained sales growth. American Eagle President and Chief Creative Officer Jen Foyle acknowledged the unsatisfactory performance, particularly in women's apparel, and stated that the team is aligned to return the brand to growth.

Sweeney's previous campaigns for American Eagle have also generated controversy. Her 'Great Jeans' promotion last year faced backlash online, with some critics labeling it as racially charged messaging, comparing it to "Nazi propaganda." Even former President Donald Trump commented on the situation at the time.