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.

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,

Sydney Sweeney’s latest campaign for American Eagle looks, on the surface, like a textbook win. The imagery is rich with sun-faded nostalgia, vintage muscle cars, classic denim, and a warm palette. It’s Americana with a high-gloss finish,