Donald Trump praised Sydney Sweeney’s American Eagle denim ad after learning she was registered as a Republican, then criticized Taylor Swift in the same reported Truth Social post. The campaign’s “great jeans” slogan and a separate genes-and-jeans teaser drew controversy over how some viewers read the wordplay; American Eagle said the campaign was about jeans.
What Trump said about Sweeney’s ad and Taylor Swift
On August 3, 2025, Trump told reporters: “If Sydney Sweeney is a registered Republican, then I think her ad is fantastic!” ABC News reported that publicly available Florida records showed Sweeney had been registered with the Republican Party of Florida since June 6, 2024. (ABC News, August 5, 2025)
The next day, Trump posted about the campaign on Truth Social. ABC News reported that he called it the “HOTTEST” ad and said the jeans were “flying off the shelves.” In the same post, he complained about Bud Light and Jaguar advertisements and renewed his criticism of Swift. The Washington Post likewise reported that Trump praised Sweeney’s ad and criticized Swift. These were Trump’s comments, not independently verified sales figures. (ABC News; The Washington Post, August 5, 2025)
What was in the American Eagle campaign?
American Eagle launched its fall denim campaign with Sweeney in late July 2025. Its slogan was “Sydney Sweeney has great jeans,” a play on “genes” and “jeans.” The company described the language to trade media as “clever, even provocative” and “definitely going to push buttons,” according to the Associated Press. (Associated Press, August 1, 2025)
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The separate teaser that intensified the debate
A particularly discussed video on American Eagle’s social channels was a teaser, not part of the ad campaign itself, the AP reported. In it, Sweeney says: “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.” Keeping the teaser distinct from the campaign matters: the slogan was part of the campaign, while the quoted explanation of genes appeared in a separate social video. (Associated Press)
Why the ad became controversial
Some critics argued that the genes-and-jeans wordplay, considered alongside Sweeney’s blonde hair and blue eyes, echoed eugenics or racialized ideals of beauty. The AP described eugenics as a discredited theory that seeks to improve human populations through selective breeding. Other commenters said critics were reading too much into the campaign. These are competing audience interpretations; the cited reporting establishes that the debate took place, not that either interpretation reflected the advertiser’s intent. (Associated Press; ABC News; The Washington Post)
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How American Eagle responded
On August 1, American Eagle said the campaign “is and always was about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears our AE jeans with confidence, their way. Great jeans look good on everyone.” The company’s statement presented its intended message; it did not resolve the disagreement over how audiences interpreted the wordplay. (Associated Press)
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Did Trump’s praise mean the jeans were selling more?
No sales increase attributable to Trump’s remarks is established by the cited reporting. American Eagle shares did rise sharply on August 4, but a stock-price change is not the same as evidence of increased purchases. The Los Angeles Times reported that shares closed up 24% at $13.28 that Monday, then fell about 10% the following day to $12.02. Those are dated market movements, not proof that the campaign—or Trump’s comments—boosted denim sales. (Los Angeles Times, August 4, updated August 5, 2025)
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Other indicators also describe attention and business context rather than verified sales of the featured jeans. Axios reported that Signal AI measured an 18-fold increase in mentions of American Eagle after the campaign launched, with sentiment shifting from +50 to -31. Memo readership data shared with Axios counted roughly 3,000 news articles reaching more than 50 million readers, about 29 million of them through left-leaning outlets. Separately, PassBy data cited by Axios showed store foot traffic down roughly 4%; Axios said there was no indication the jeans were selling in high quantities. These are attributed snapshots, not a causal sales study. (Axios, August 7, 2025)
The wider business backdrop was challenging: the Los Angeles Times reported that American Eagle had withdrawn full-year guidance and announced a $75 million write-off of spring and summer merchandise in May. The paper also reported first-quarter net revenue of $1.1 billion, down 5% year over year, with comparable sales down 3%. Those figures describe the company’s reported results, not the effect of this particular campaign. (Los Angeles Times)
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