A new report has emerged, revealing a significant impact on American Eagle‘s stores following the controversy surrounding their jeans ad featuring Sydney Sweeney. The clothing retailer has reportedly suffered a considerable decrease in its foot traffic.

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

American Eagle sparked a firestorm online late last month when the clothing company released a commercial featuring Sweeney, an actress known for her roles on Euphoria and The White Lotus.