Billboards of actress Sydney Sweeney is seen outside of an American Eagle store on August 01, 2025 in New York City. Photo by Michael M. Santiago/Getty Images

In contracts, whether you’re a celebrity or a salaried employee, your reputation is on loan, and the logo on your paycheque has the final say over how it is used.

Sydney Sweeney probably expected to sell denim when she signed on to promote American Eagle Outfitters Inc., not ignite a culture war. But her “great jeans” campaign is more than a viral moment. It’s a masterclass in how contracts, rather than charisma, dictate control in the workplace and how quickly that control can turn against you.

The beautiful, white actress agreed to appear in a campaign with the cheeky slogan, “Sydney Sweeney has great jeans.” In today’s cultur

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