American Eagle’s Sydney Sweeney Buzz Fades as Tariffs Bite

American Eagle Outfitters (AEO) briefly found itself at the center of pop culture when its “great jeans/genes” ad featuring Sydney Sweeney sparked a mix of fascination and controversy. The campaign grabbed attention not only for putting a Hollywood starlet in the spotlight but also for the way it leaned back into glamor-driven marketing, raising debates about body positivity and even unsettling echoes of genetic elitism.

Still, the buzz delivered results: AEO’s market value jumped by around 11% during the peak of the Sweeney campaign, helping the retailer claw back some ground against steep tariff-related losses.

But as quickly as the excitement arrived, it has faded. Google Search trends show the Sweeney effect has all but evaporated within 90 days. Bank of America analysts recently reinforced this view, noting that the campaign was unlikely to generate lasting business momentum for the brand. In other words, the spike was more sugar rush than structural change.

Not content to rely on one star-driven flash, American Eagle tried to replicate the effect by leaning into another celebrity storyline: the engagement between Taylor Swift and NFL star Travis Kelce. The company launched its AE x Tru Kolors by Travis Kelce collection in the wake of the news, but so far, there’s been no meaningful lift in online interest.

Behind the celebrity smoke and mirrors, AEO is preparing for harder conversations. The company reports earnings on September 3, and management has already warned that 2025 margins will take a $40 million hit due to tariffs, even after mitigation efforts. Investors will be looking less at Hollywood stardust and more at whether the retailer can withstand the pressure of import costs and shrinking profitability.