A racy, widely panned jeans campaign for American Eagle Outfitters starring “Euphoria” actress Sydney Sweeney is bringing into question whether the retailer accidentally strayed from its typically female-friendly marketing or deliberately tried to shift focus.

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

CMO Craig Brommers explains how the star will help the retailer connect with a wider audience and introduce a more elevated approach to its styles.