In the latest twist of the Sydney Sweeney ad saga, former President Donald Trump has thrown his weight and social media reach behind the controversial American Eagle campaign. After learning Sweeney is a registered Republican in Florida, Trump declared her spot the “HOTTEST ad out there” this week, claiming it’s helped American Eagle’s sales “fly off the shelves.”
The denim ads, featuring Sweeney cheekily punning “genes” as “jeans” while flaunting her looks, sparked swift backlash from critics accusing the campaign of echoing eugenics tropes. Supporters, led by conservative commentators, dismissed the hate as “woke” overreaction.
Trump didn’t stop there. On his social platform, he took swipes at “woke” culture, throwing shade at brands like Jaguar and even pop sensation Taylor Swift. “Being WOKE is for losers; being Republican is what you want to be,” he wrote.
The fallout was immediate. American Eagle’s stock soared by nearly 25%, tallying among its sharpest rallies since 2000.
In response, American Eagle issued a statement emphasizing the campaign was solely about self-expression and the appeal of jeans—nothing more, nothing less: “It is and always was about the jeans. Her jeans. Her story.”
Meanwhile, cultural critics have weighed in with skepticism. Vanity Fair called the ads tired and conservative, and noted that efforts to soften the tone—like a charity-linked product—were barely emphasized.
For now, Sydney Sweeney herself remains silent amid the political spotlight, while the ad continues to ride the wave of controversy and commerce further into the culture war.
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American Eagle defends Sydney Sweeney campaign
