‘You can’t run from fear’: American Eagle’s CEO on the Sydney Sweeney fallout

illuminem summarises for you the essential news of the day. Read the full piece on The Wall Street Journal or enjoy below:

🗞️ Driving the news: Facing sharp criticism over a July advertising campaign that paired actress Sydney Sweeney with the tagline “great jeans” (a pun on “genes”), American Eagle’s CEO Jay Schottenstein has refused to retreat
• He urged internal calm, kept the ads live, and leaned into consumer polling — and the results suggest his gamble may be paying off 

🔭 The context: The ad provoked controversy amid accusations of coded eugenic messaging, especially as it subtly evoked genetic traits tied to hair and eye color
• Rather than pulling the campaign, American Eagle doubled down
• Schottenstein, who personally greenlit the campaign, instructed silence from executives, set up a small internal task force to monitor social media sentiment, and commissioned polling to track customer reactions 

🌍 Why it matters for business & culture: This episode is a test case in modern brand risk management: whether a company can turn controversy into strength by standing firm
• If successful, it may shift how fashion, consumer, and youth‑oriented brands respond to cultural backlash
• But it also underscores the tightrope brands walk when combining identity, aesthetics, and messaging in already polarised public discourse

⏭️ What’s next: American Eagle plans to retain Sydney Sweeney as its ambassador, keep promoting the “Syd’s Picks” collection, and restock sold‑out denim products
• The firm is rolling out more collaborations (such as with Travis Kelce) to maintain momentum and broaden appeal
• Observers will watch whether the brand’s market gains offset reputational risks in the long run

💬 One quote: “You can’t run from fear.” — Jay Schottenstein, on defending the controversial ad campaign

📈 One stat: Between July and September, American Eagle added nearly 1 million new customers — a boost the company attributes to the much‑debated Sydney Sweeney campaign 

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