Sydney Sweeney Warned She's Sitting On 'Toxic Time Bomb' By Staying Mum On American Eagle Ad Backlash

Yahoo

31-07-2025

Experts are weighing in on Sydney Sweeney's silence amid mounting backlash over her American Eagle denim campaign.
The actress's decision to remain silent has been described as a "toxic time bomb" that could damage her wholesome image.
Despite the controversy, American Eagle's stock has surged since the campaign's release, prompting a company spokesperson to publicly praise their collaboration with Sydney Sweeney.
Sydney Sweeney Came Under Fire For Her American Eagle Ad
As backlash over her American Eagle denim campaign continues to grow, Sydney Sweeney's silence has sparked concern among branding experts, who suggest that her inaction may be more damaging than the controversy itself.
The actress was seen in multiple videos seemingly praising her "genes" in what appeared to be a cheeky denim pun for the brand's "jeans" campaign.
In one of the ads, Sweeney says, "Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color... My 'jeans' are blue."
After the ads went viral, many netizens were quick to criticize the campaign, claiming it had racial undertones, promoted white supremacy, and aligned with Nazi propaganda.
Expert Claims The Actress's Silence Could Damage Her 'Wholesome' Brand
Now, top crisis PR expert Eric Schiffer has weighed in on Sweeney's silence, describing it as a "toxic time bomb" that could damage her "wholesome brand."
"Sydney's mute button is a toxic time‑bomb with some people on the left – every hour of hush hurls her wholesome brand deeper into racial quicksand," Schiffer shared, per the Daily Mail.
The CEO of Reputation Management Consultants also noted that many will also perceive Sweeney's silence as "a brutal insult to many shoppers on the left."
"Sydney's no‑comment stance will scream ruthless privilege to those offended, and critics feast on the void like vultures on a desert carcass," he added.
Another Expert Called For Sydney Sweeney To Own The Moment As Her Silence Is 'For Sure Not Golden'
Schiffer's warning was echoed by other industry experts, who called the actress's decision to stay silent a serious misstep.
"In this moment, silence is for sure not golden! Silence doesn't equal neutrality, and it reads as indifference," Publicist Courtney Haywood told the outlet. "Especially in a cultural climate where audiences are more aware and vocal than ever, waiting too long to speak up only adds fuel to the fire."
Haywood also shared that she expects Sweeney to "own the moment" and learn from it, as doing so would be better for her brand.
"Acknowledge how it landed, thank the people who spoke up, and commit to learning from it. That's what builds long-term credibility, not perfection," she said.
Another expert pointed out that even if Sweeney chooses not to apologize, she should at the very least acknowledge the backlash.
"A direct acknowledgment would humanize her, affirm that she's listening, and model accountability to her young, diverse audience," said crisis communications strategist Grayce McCormick.
The Actress Wants To Appear Polarizing Amid Silence Over Campaign Backlash
Some other experts, however, offered a different perspective on Sweeney's silence, suggesting that the actress may be intentionally choosing not to respond in order to appear polarizing.
"This is a play for attention, not respectability. She's embracing a kind of polarizing, headline-generating persona — and for now, it's working," said Publicist Alexandria Hurley.
Hurley also claimed that the ad was unlikely to be a misstep but rather a "calculated brand evolution," especially considering Sweeney's history with past controversial campaigns.
"Sydney has flirted with controversy before — from her SNL Hooters skit to her recent Bathwater Bliss collaboration with Dr. Squatch — and rather than walk it back after criticism, she's leaned further in," Hurley added. "That's not oversight. That's strategy."
Now, she expects that brands focused on reach and visibility will be more eager to work with Sweeney.
American Eagle's Shares Have Soared Since Sydney Sweeney's Campaign
Amid the backlash surrounding the campaign, American Eagle's stock has surged above $11, after trading between $9 and the mid-$10 range for most of the summer.
It's no surprise, then, that the company's Chief Marketing Officer, Craig Brommers, hinted in a recent interview with Marketing Dive that partnering with Sweeney was a bold move that has ultimately paid off.
"To be able to partner with [Sweeney] on this is saying something, and it's saying something in what has been a trickier retail environment this year, that American Eagle is still placing big bets," he said, per the Daily Mail. "We are still the jeans authority, especially for Gen Z."
He added, "What we've also learned along the way is as talent costs have escalated, sometimes it's actually more important to place the big bets behind the biggest stars, and while those investments tend to be higher, the payback tends to be higher as well."