American Eagle’s stock surged 23% after Trump’s fiery praise turned Sydney Sweeney’s controversial jeans ad into an overnight cultural phenomenon.
American Eagle’s stock jumped nearly 23% on Monday, driven by President Donald Trump’s shout-out to actress Sydney Sweeney’s divisive new ad campaign, calling it the “HOTTEST ad out there”—fueling a whirlwind of investor frenzy and culture war commentary, according to Forbes.
What Set Off the Surge?
Trump posted on Truth Social that the ad was for American Eagle, that the jeans were “flying off the shelves,” and quipped, “Go get ’em Sydney!” Earlier reports linked Sweeney to being a registered Republican voter, which only heightened the political implications of the ad rollout, as reported by Vox.
Why the Ad Sparked Backlash
The campaign, titled Sydney Sweeney Has Great Jeans, plays on the pun between “jeans” and “genes.” In one ad she says, “Genes are passed down from parents… My jeans are blue,” prompting criticism that the messaging evoked eugenic undertones tied to traditional white beauty standards, according to The Cut. Critics accused it of glorifying blue‑eyed, blonde traits and toeing danger lines between advertising and ideology, as explained by Vulture.
American Eagle Responds
The brand quickly defended the campaign via Instagram, stating: “Sydney Sweeney Has Great Jeans is and always was about the jeans. Her Jeans. Her Story. Great jeans look good on everyone,” according to Business Insider. Still, the apology—or lack thereof—divided audiences: some saw it as tone-deaf, others called it a necessary stand against “woke” overreach, as noted by Entertainment Weekly.
Cultural Divide Deepens
The debate mobilized both sides: conservatives like VP J.D. Vance and Senators Ted Cruz applauded the ad as a rejection of “woke” sensibilities, while cultural critics warned it echoed regressive tropes tied to white nationalistic beauty ideals, as highlighted by Entertainment Weekly. Academics also weighed in. Northwestern anthropology professor Shalini Shankar questioned the optics of celebrating blonde hair, blue eyes, and “genes” in the current sociopolitical landscape, according to The Cut.
Why This Moment Mattered
This episode neatly illustrates how modern retail branding intersects with identity politics. What began as a cheeky pun ad suddenly became a flashpoint in debates about race, beauty, and the shifting retail marketing playbook—a conversation amplified when the former U.S. president weighs in.
The stock bump suggests that provocative campaigns can not only drive attention, but can also translate to investor confidence—even if temporarily—especially in a climate where shock value sells.
People Also Ask
What jeans is Sydney Sweeney actually wearing in the ad?
Sydney Sweeney is wearing American Eagle’s Low-Rise Festival Flare Jean in the now-viral ad. The style has surged in popularity, with the brand reporting a major spike in sales and stock after the ad gained attention, especially following Trump’s endorsement.
Was the ad intentionally political?
While American Eagle has insisted the ad was strictly about denim, the phrasing around “genes” and Sweeney’s known Republican ties made the campaign feel inherently political to many. The ambiguity of intent only added fuel to the cultural fire, sparking interpretations from both ends of the political spectrum.
Is American Eagle facing any organized boycott?
As of now, there’s no formal boycott movement, but hashtags like #NotMyGenes and #AEGate have gained traction on X (formerly Twitter). Meanwhile, some conservative influencers have encouraged followers to support the brand as a “non-woke” alternative.
How has Sydney Sweeney responded to the backlash?
Sweeney has not publicly commented on the controversy. Her silence has further divided fans—some see it as avoiding accountability, others view it as a smart move to stay above the fray while the ad works its viral magic.
Final Thoughts: Sydney Sweeney Just Changed the Denim Game
Love it or loathe it, the Sydney Sweeney ad has become a cultural litmus test—where denim meets division. What started as a cheeky play on words turned into a battleground for America’s aesthetic, political, and moral anxieties. And with American Eagle’s stock climbing and the internet still ablaze, it’s clear that in 2025, jeans aren’t just jeans—they're a statement.
