From global sports brands and beauty majors to FMCG giants and tech players, several high-visibility campaigns found themselves at the centre of backlash this year

Soumya Gawri Dec 29, 2025 9:32 AM

The campaign reflects a return to essential denim dressing

e4m Staff Dec 7, 2025 10:00 AM

American Eagle CMO Craig Brommers shared that the campaign led to double-digit growth in denim sales, brought in nearly 800,000 new customers, and generated 40 billion impressions since its launch

e4m Staff Sep 4, 2025 2:06 PM

While American Eagle’s campaign featuring actress Sidney Sweeney leaned on outrage, Gap doubled down on viral trends and inclusivity for KATSEYE 

Shalinee Mishra Aug 29, 2025 2:00 PM

Balancing brand identity and public perception, American Eagle's ‘Sydney Sweeney Has Great Jeans’ campaign shows how bold marketing moves can trigger backlash in today’s unpredictable ad landscape

Aryendra Khan Aug 14, 2025 8:51 AM

Sydney Sweeney’s American Eagle ad sparks debate over its ‘jeans/genes’ tagline, sparking mixed reactions like ‘Unfollowed, Do Not Apologise & More’

e4m Desk Aug 1, 2025 1:47 PM

The campaign celebrates diversity, self-expression and personal style

e4m Staff Oct 7, 2024 3:03 PM