"Sydney Sweeney has great jeans"
"You can't run from fear. We stand behind"
"Sydney Sweeney is worth every single dollar that we invested,"
"Every single marketing metric that I look at is flashing a green light, and we're only six weeks in."
American Eagle launched a fall denim campaign in July starring Sydney Sweeney and faced accusations that the ad covertly promoted eugenics and racist beauty standards because of heredity references and Sweeney’s blonde-haired, blue-eyed appearance. CEO Jay Schottenstein instructed executives and employees to remain calm and not comment while the company monitored social media and surveyed customers. The brand reported nearly a million new customers between July and September and tens of billions of impressions. Comparable-store sales fell 1% in the fiscal second quarter ended August 2, yet earnings beat expectations and full-year guidance was reaffirmed. Company leaders said the full impact would be clearer in the third quarter.
Read at Fortune
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