Sydney Sweeney Returns for American Eagle Amidst Sales Dip
The actress promotes the brand's new low-rise jeans campaign following a reported decline in women's bottoms sales.
Sydney Sweeney has returned for American Eagle's latest campaign, showcasing the brand's new midriff-baring jeans. The actress, 28, shared a series of images on Instagram featuring the retailer's latest styles, including low-slung blue jeans and cropped tops.
In one post, Sweeney, who starred in "The Housemaid," captioned her photos "It's low rise season." The campaign also features denim-on-denim looks and oversized sweaters paired with ripped jeans.
This new promotion comes after a report last month indicated that American Eagle's flagship brand experienced a 2 percent dip in comparable sales for women's bottoms during the latest quarter. This marks a shift from the initial excitement surrounding Sweeney's partnership with the brand.
When Sweeney's "Good Jeans" campaign launched, it generated significant buzz and was considered a major marketing success. The company reported that the partnership attracted approximately one million new customers, with some featured products selling out quickly. The campaign garnered over 150 million social media views and contributed to a rise in the retailer's stock price in the latter half of the previous year.
Following this initial success, a subsequent campaign called "Syd for Short" was released earlier this year, featuring Sweeney in denim cutoffs. Investors initially responded positively, with American Eagle shares increasing by nearly 9 percent upon its launch. However, the recent earnings report suggests that converting viral attention into sustained sales growth has become more challenging.
American Eagle President and Chief Creative Officer Jen Foyle acknowledged the performance issues, stating during an earnings call, "We are not satisfied with where the business performed this quarter, especially in women's." Foyle added, "We know what needs to be corrected, and the teams are aligned and activated to return AE to growth."
The recent sales figures follow controversy surrounding Sweeney's earlier campaigns with the brand. Last year's "Great Jeans" promotion drew criticism online, with some users likening marketing messages referencing genetics to "Nazi propaganda." The backlash led to public commentary, including a joke from former President Donald Trump.