Just weeks after publicly distancing herself from American Eagle, Hollywood 'it-girl' Sydney Sweeney has sent the internet into a meltdown by signing a major new deal with the very same brand—now managed by the powerful and polarising talent manager, Scooter Braun.
A Swift U-Turn Sparks Fan Fury
The dramatic reversal began when the Euphoria star, 26, posted a series of promotional images on her Instagram, enthusiastically announcing her new role as the face of American Eagle's autumn collection. The post was immediately flooded with thousands of comments from bewildered and angry followers, branding the actress a 'sell-out' and questioning her authenticity.
The backlash stems from a since-deleted Instagram Story Sweeney posted in July, where she explicitly criticised the brand's sizing, stating her AE order 'didn't fit' and that she was 'so sad' about it. This very public critique made her new partnership seem, to many, like a purely financial decision.
The Scooter Braun Factor
Adding significant fuel to the fire is the involvement of Scooter Braun. The news that Braun's company, HYBE America, now manages American Eagle's retail brand has inextricably linked Sweeney's deal to one of the most controversial figures in the music and entertainment industry.
Braun is famously known for his highly publicised acquisition of Taylor Swift's master recordings, a move that sparked a massive industry debate about artists' rights and led to a legion of devoted 'Swifties' vehemently opposing him. His involvement has undoubtedly amplified the negative reaction from Sweeney's fanbase, who see this collaboration as a betrayal of artistic integrity.
Brands and Backlash: A Calculated Risk?
This incident highlights the precarious nature of celebrity endorsements in the age of social media, where a user's entire history is public record. Sweeney's previous critique was instantly weaponised against her, revealing a savvy consumer base that demands consistency and authenticity from the influencers and stars they support.
While the financial terms of the deal remain undisclosed, the court of public opinion has already begun its proceedings. The question now is whether the buzz from this controversy will ultimately benefit the brands involved or if the negative association will cause lasting damage to Sweeney's carefully cultivated 'girl-next-door' image.
