The campaign, which plays on a double meaning genetics and the brand's iconic denim, has dominated social feeds with some saying the wording evokes racist and nationalist ideals. Now, Ashley Schapiro an executive at the brand, is sharing the behind-the-scenes moment that set the provocative campaign in motion.
“During a Zoom call with Sydney we asked the question ‘How far do you want to push it?’” she wrote. Sweeney’s response was immediate and exactly what the brand was hoping for. “Without hesitation, she smirked ? and said, ‘Let’s push it, I’m game.’” The team’s reaction was just as swift. “Our response? ‘Challenge Accepted.’”
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The goal was to go bigger than ever before, fueled by Sweeney’s willingness to embrace the playful concept. “A desire to stretch beyond anything we had done before,” Schapiro noted. “The ideas kept building. The stunts topping themselves.”
The brand also brought in Sweeney's long-term stylist, Molly Dickson, whose "special touch shaped every look," and launched new channels on Instagram and Snapchat. The cherry on top is an "iconic takeover of the sphere- a true moment of brand strength," referencing the massive advertising venue in Las Vegas.
She concluded with a celebratory nod to everyone involved. "The American Eagle Outfitters Inc. team and partners who brought this campaign to life poured themselves into it with a more is more energy. You created more than a campaign- you created a moment in culture and styled every moment with a wink ?"
The exec reiterated the campaign's tagline in an effort to summarize the cheeky spirit: "Sydney Sweeney Has Great Genes- and so can you."
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