Euphoria sensation Sydney Sweeney finds herself at the centre of a fresh storm this week, facing a public relations double-whammy. The actress, renowned for her role in the hit HBO series, is weathering criticism over her new advertising campaign for American Eagle, whilst simultaneously dealing with the box office failure of her recent superhero film, 'Madame Web'.
Ad Campaign Draws Ire for 'Exploitative' Message
The core of the controversy lies in the messaging of the American Eagle Outfitters campaign. The brand's promotional material, featuring the 26-year-old actress, boldly claims she was 'built in AE genes'. This phrasing has ignited a firestorm on social media, with critics accusing the company of promoting a harmful and unrealistic standard of beauty tied to genetics.
Many commentators have labelled the campaign as 'tone-deaf' and 'exploitative', arguing it undermines body positivity by suggesting an ideal physique is innate and linked to a clothing brand, rather than a result of diverse body types and personal effort.
Box Office Bomb Adds to Woes
Compounding the negative press from the advertisement, Sweeney's foray into the superhero genre has spectacularly misfired. Her latest cinematic release, Sony's 'Madame Web', in which she plays the supporting role of Julia Carpenter, has been declared a monumental flop.
The film, part of the Spider-Man universe, has been panned by critics and shunned by audiences, resulting in disastrous box office returns. This commercial failure casts a shadow over Sweeney's budding film career, following her success on the small screen.
Public and Critical Reaction
The court of public opinion appears to be siding with the critics of the American Eagle campaign. Social media platforms are flooded with comments condemning the ad's message as irresponsible.
Meanwhile, film analysts are dissecting the reasons behind the 'Madame Web' catastrophe, citing poor critical reception and a lack of audience interest as key factors in its dismal performance. The one-two punch of a controversial ad and a failed film project presents a significant challenge for Sweeney's management team as they navigate this period of intense scrutiny.
