Author: Allison Smith

This story was originally published on sister site, Modern Retail.

TikTok Shop has reversed course on its plan to end seller-fulfilled shipping in the U.S., telling merchants that previously announced deadlines will no longer go into effect.

In an email sent to sellers Tuesday evening and reviewed by Modern Retail, TikTok Shop said, “At this time, Seller Shipping remains unchanged, and previously shared deadlines are not going into effect.” The company told merchants to continue operating as usual while it provides further details.

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Less than a year after some backlash to American Eagle’s decision to enlist actress Sydney Sweeney as the face of its brand, the retailer is reinvesting in its celebrity strategy.

Last week, the blonde haired, blue-eyed actress joined the retailer to ring in the opening bell at the New York Stock Exchange. The NYSE appearance comes after the “Sydney Sweeney Has Great Jeans” ad campaign last summer which sparked debate as to whether the play on “jeans” and “genes” was racially charged.

American Eagle did not respond to a request for comment regarding the partnership in time for publication. After previously working with celebrity athletes like Trevor Lawrence and Coco Gauff, American Eagle has most recently signed country star Ella Langley, who has been crowned by American Eagle as its “denim darling.”

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