American Eagle's social media manager vacancy sparks discussion amid campaign backlash
- American Eagle launched a campaign featuring Sydney Sweeney on July 23, 2023.
- The campaign faced backlash due to its tagline, which was criticized for historical associations with eugenics.
- In response to the controversy, American Eagle posted a job opening for a social media manager two days later.
In July 2023, American Eagle faced significant backlash following the launch of its advertising campaign featuring actor Sydney Sweeney. The campaign included a poster of Sweeney with the tagline "Sydney Sweeney Has Great Jeans," which unintentionally echoed harmful eugenics language, leading to widespread criticism on social media. This negative response led the company to post a job opening for an associate social media manager just two days after launching the campaign in an attempt to navigate the fallout. The company is looking for candidates who can resonate with Gen-Z and maintain cultural relevance for the brand. The campaign aimed to raise awareness for domestic violence, promoting a special product, "The Sydney Jean,” with proceeds intended for a domestic violence charity. However, many critics expressed that the actual meaning of the campaign was lost in the advertisement, failing to convey its core message effectively. The juxtaposition of the tagline with the ongoing concerns in society only intensified the criticism, sparking discussions about the implications of representing sensitive topics in advertising, particularly with a white actor in the lead. Feedback on social media emphasized the challenges brands face when running campaigns that require careful consideration of language and representation. Critics also pointed out the lack of a diverse representation in the campaign, causing many to question the intent behind the promotional choices made by American Eagle. As society increasingly scrutinizes brands for their messaging and authenticity, American Eagle's campaign served as a reminder of the potential pitfalls in advertising and the importance of cultural awareness. The backlash not only raised concerns about American Eagle's approach to the campaign but also highlighted a shift in consumer expectations. Young audiences demand more honesty, representation, and social consciousness from brands, pushing companies to be more thoughtful in their messaging and collaborations. Moving forward, American Eagle's hiring for a new social media manager may reflect a larger strategy to align more closely with the values and expectations of its target demographic.