From Nazi propaganda accusations and Brooke Shield's references, the American Eagle's back-to-school campaign has captured public attention, sparking wide-scale debate across social media.

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

The ad itself features Sweeney in denim, musing about genetics before flashing a knowing smile. At one point, the camera pans downward. She interrupts: “Hey, eyes up here.” A wink, a joke, a reset. It was all part of the script.