Sydney Sweeney’s latest American Eagle campaign is facing intense criticism on TikTok, with users mocking the ad’s aesthetic and messaging. The #AmericanEagleBacklash hashtag has gained traction as influencers and shoppers question the brand’s direction.
The ad, which promotes the retailer’s summer collection, features Sweeney in denim and casual wear. However, TikTok users have called the campaign “out of touch,” with some comparing it to early 2000s fashion in a negative light. Memes and parody videos have gone viral, racking up millions of views.
Why the Backlash?
Critics argue the styling feels outdated, while others suggest the ad fails to resonate with Gen Z’s preference for authenticity. Some comments read: “This looks like a 2005 Sears catalog” and “AE needs a rebrand ASAP.”
American Eagle has yet to respond, but marketing experts say the backlash highlights the risks of celebrity partnerships in the age of social media scrutiny. With #BrandFails trending, the controversy serves as a cautionary tale for brands targeting younger audiences.
