Cancel Culture and PR: Lessons from American Eagle’s PR Disaster

By Jayla Davis

Cancel culture has become part of the way we use the internet. A single ad, tweet or interview clip can spark a flood of comments, memes and headlines in a matter of hours. For brands, that reality makes reputation more fragile than ever. People are quick to hold companies accountable when something feels inauthentic or out of touch, and the way a brand responds often matters as much as the original mistake.

American Eagle learned this recently with its denim campaign featuring Sydney Sweeney. On paper, the collaboration looked like a win. Sweeney is one of the most talked-about young actors in Hollywood and has a strong Gen Z following. She seemed like a natural fit for a brand that markets itself to young people. But the ad did not land the way American Eagle hoped. Instead of being seen as stylish or fresh, it was called tone-deaf and disconnected. Many viewers felt it failed to represent the diverse, relatable audience that has long been the company’s core. The spot was quickly criticized across TikTok, Twitter and Instagram, turning what was supposed to be a cultural moment into a viral joke.

The backlash was made worse by the brand’s response. Rather than addressing the criticism head-on, American Eagle mostly stood by its creative direction. But audiences today expect something different. They want brands to acknowledge when they miss the mark and to show how they plan to improve. When that does not happen, criticism does not die down. It grows louder.

At nearly the same time, Gap launched its “Better in Denim” campaign, which took the opposite approach. The ad featured global girl group KATSEYE dancing to Kelis’ early-2000s hit Milkshake. The mix of nostalgia, fresh choreography and diverse casting immediately resonated. Instead of mockery, the spot was met with excitement. Streams of Milkshake more than doubled in a week, and the ad racked up more than 400 million views in just three days. Industry leaders called it a cultural takeover.

The side-by-side comparison between the two campaigns highlights what cancel culture really means for PR. It is not just about audiences being overly critical. It is about whether a brand understands the culture it is speaking to. Gap succeeded because its campaign felt authentic and tapped into trends people were already engaging with. American Eagle failed because its ad felt disconnected from the very community it wanted to reach.

For future PR professionals, the lesson is clear. Cancel culture is not just about getting called out online. It is about accountability. People now expect awareness, inclusivity and transparency from the brands they support. When those elements are missing, backlash is inevitable. But when brands listen, adjust and show they are willing to change, criticism can become an opportunity to rebuild credibility and even strengthen relationships with audiences.