The relationship between American Eagle and popular actress Sidney Sweeney is proving to be quite lucrative, especially following recent events.
Trump’s support came after Sweeney—known for her roles in “Euphoria” and “White Lotus”—revealed her status as a registered Republican.
“Oh, now I really love her ads… If Sidney Sweeney is registered, then those ads are fantastic,” Trump remarked on Sunday.
The American Eagle advertisement featuring Sweeney, known for its denim appeal, stirred up some controversy on social media regarding the phrase “Great Jeans,” drawing interpretations of racial connotations.
This backlash, particularly from left-leaning critics, was met with support from figures like HBO’s Bill Maher.
On his social media platform, Trump praised Sweeney’s American Eagle ads, claiming they’re “great” and noting that the jeans are “flying off the shelves.”
In response to this situation, the company’s stock soared by 17%, reaching $12.61 by midday.
American Eagle now holds a market capitalization of $2.14 billion, although its stock is still below the 52-week high of $22.82.
Over the past year, the stock has fluctuated between $9.27 and now, representing a significant rebound after recent declines.
The denim campaign featuring Sweeney has ignited considerable public discourse, mainly centered around the phrase “Sydney Sweeney has great jeans.”
Critics voiced concerns over whether the ads aligned with what they termed the “male gaze,” pointing to a potential conflict with Brand Airy, a subsidiary of American Eagle, which is known for promoting body positivity with diverse models.
In response to the criticism, American Eagle issued a statement defending its creative direction.
“This campaign has always been about jeans. Her jeans. Her story. We will continue to celebrate the unique way that everyone can wear AE jeans with confidence,” the statement read.
“Amazing jeans will flatter everyone.”
The retailer emphasized that the focus remains squarely on fashion and not on any deeper interpretation of the messaging.
Sweeney has remained silent amid the discussion and her political affiliation has become a focal point since Trump’s remarks, yet she hasn’t addressed how her voter registration ties into the advertising controversy.
This post is awaiting comments from both Sweeney and American Eagle Outfitters.
