Actress Sydney Sweeney has dominated headlines in recent weeks amid her partnership with American Eagle, which has emerged as the latest flashpoint in the culture war between liberals and conservatives.

When a brand sees momentum stall so sharply, it often reflects a reputational or cultural factor cutting through to consumers.”

While online backlash to American Eagle’s Sydney Sweeney ad has cooled, new data from Pass_by suggests the impact may still be unfolding in malls during back-to-school season.