In the wake of the backlash surrounding the "Sydney Sweeney Has Great Jeans" campaign, an American Eagle marketing executive has pulled back the curtain, revealing that the wording was greenlit—and even encouraged—by Sydney Sweeney herself.
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.
In a now-viral LinkedIn post, Schapiro revealed the pivotal question posed to the “Anyone But You” star.
“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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From that moment on, the executive explained, Sweeney's daring sentiment became the guiding principle for the entire massive rollout. "Syd’s sentiment guided every frame, every stitch and every unexpected twist of The “Sydney Sweeney Has Great Jeans” ? campaign," Schapiro continued, "Infusing our own personal cheeky energy and making us ? as we envisioned how the world would experience the launch."
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.”
And the stunts have been impossible to miss. The "more is more" campaign includes a massive, multi-faceted takeover of culture, including a playful stunt double to reveal the genius pun behind “genes,” testing AI try-on technology, and show-stopping interactive 3D billboards in New York City—prompting a preemptive note: "apologies to the NYPD in advance."
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.
Schapiro praised the collaboration's massive impact. "The ⭐️ star power of Sydney and the double meaning behind the campaign has a culture shaping power beyond anything I could have ever imagined being a part of- just check your social feeds."
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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