When brands fail to read the room, the fallout comes fast. That’s the focus of a new Adweek byline from our US Managing Director, Mary Cirincione, who shares her perspective on American Eagle’s latest campaign featuring Sydney Sweeney. The rollout has grabbed headlines, but not for the right reasons.
In the piece, Mary unpacks why the campaign feels disconnected from its target audience and what it reveals about broader issues in branding and representation. Her message is clear: overly sexualized celebrity campaigns don’t resonate with modern consumers, particularly women who expect brands to reflect their values and lived experiences.
This is more than just one misstep. It is a reminder that media attention does not automatically create relevance, and visibility alone is not enough. Mary draws on her experience with clients to highlight why listening, testing, and building genuine connection with your audience should always be the priority.
Read the full article in Adweek here.