PR Roundup: AI Models, USPS x Pantone, and AE Silence

This PR Roundup 2025 highlights three major stories that sparked widespread industry discussion—each offering key lessons in brand strategy, cultural awareness, and public trust.

From American Eagle’s controversial ad campaign to Vogue’s AI model backlash and USPS’s colorful partnership with Pantone, these moments show how brands must evolve in a media landscape that demands authenticity.

AE and Dunkin’ Miss the Mark

American Eagle launched its fall campaign featuring Sydney Sweeney, promoting the slogan “Sydney Sweeney Has Great Jeans.” Critics quickly pointed out that the pun on “genes” and accompanying imagery of blonde hair and blue eyes mirrored outdated and exclusionary beauty ideals.

Neither Sweeney nor American Eagle responded publicly, which intensified criticism across social platforms. At the same time, Dunkin’ released an ad featuring Gavin Casalegno, who joked about getting his tan from “genetics.” The timing caused backlash, with many calling it tone-deaf given the AE controversy.

In contrast, Ralph Lauren received praise for its Oak Bluff collection. The campaign, which celebrates Black heritage and includes partnerships with Morehouse and Spelman Colleges, featured diverse representation and thoughtful storytelling.

Brand strategist Myles Worthington criticized AE’s approach as outdated and overly safe. He explained, “Brands that try to speak to everyone end up speaking to no one.” He emphasized that resonant messages begin with a specific community and grow outward.

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AI Models in Vogue Stir Debate

In another headline-grabbing case, Vogue featured a two-page ad with an AI-generated model created by Seraphinne Vallora for Guess. The model, digitally designed with flawless skin and bright blue eyes, barely included an AI disclosure, which many readers overlooked.

This ad marked the first time a mainstream fashion magazine used an AI model in a campaign. The public reaction was swift. Critics raised concerns about replacing real people and reinforcing unrealistic beauty standards.

Carreen Winters, President at MikeWorldWide, believes the outcry says more about public fear than fashion ethics. She noted, “Supermodels never reflected the average woman. AI just updates the medium, not the message.”

Winters also acknowledged that Guess disclosed the model’s AI origins, a move many traditional campaigns fail to match when it comes to tools like Photoshop. Still, she advised PR professionals to stay transparent with audiences and consider how they perceive AI-generated content.

USPS and Pantone Celebrate 250 Years in Color

Unlike the earlier controversies, the USPS and Pantone collaboration received positive attention. To celebrate its 250th anniversary, the Postal Service worked with Pantone to tell its story through color.

Yvonne Yoerger, Director of Employee Communications at USPS, said the team selected meaningful artifacts and events. Pantone then helped translate those moments into historically accurate and emotionally resonant colors.

The campaign includes a Pantone-hosted digital experience, editorial content, and social posts to showcase USPS history through a vibrant lens. According to Amity Kirby, USPS Manager of Licensing and Creative, Pantone was a natural partner. “They lead in color, and this gave us a fresh way to tell our legacy.”

This type of unexpected partnership works because both brands bring authenticity, trust, and audience reach. The result is a story that’s both visually striking and emotionally compelling.

Takeaways from This Week’s PR Roundup

• Silence sends a message. American Eagle’s lack of response created a vacuum that amplified criticism.
• Know your audience. Messaging tied to appearance or genetics must be thoughtful and inclusive.
• Be transparent about AI. Brands using generative tools must disclose usage clearly and consider public expectations.
• Use partnerships wisely. USPS and Pantone show that thoughtful collaborations can boost brand image and deepen emotional impact.

In summary, this PR Roundup 2025 reveals that brands must remain agile, intentional, and audience-focused. In an era of rapid reaction and digital scrutiny, silence and shortcuts often backfire—while creative storytelling and transparency lead to lasting engagement.