NEW YORK (AP) — U.S. fashion retailer American Eagle Outfitters wanted to make a splash with its new advertising campaign starring 27-year-old actor Sydney Sweeney. The ad blitz included “clever, even provocative language” and was “definitely going to push buttons,” the company’s chief marketing officer told trade media outlets.

The Associated Press reported the company's ad campaign sparked a debate about race, Western beauty standards and backlash to "woke" U.S. politics.

Sydney Sweeney's non-response to backlash over her American Eagle 'Good Jeans' ad suggests a brand strategy that embraces controversy, PR experts say.