American Eagle’s stock soared recently after President Donald Trump praised an ad featuring actress Sydney Sweeney. He called it the “Hottest ad out there.” This ad, however, sparked controversy. Critics claim it hints at promoting eugenics while some conservatives see it as a stand against “woke” culture.
As of Monday afternoon, American Eagle’s stock climbed nearly 23%. The surge began shortly after Trump’s post on Truth Social, supporting Sweeney. He mentioned that her jeans are “flying off the shelves.” This endorsement came on the heels of reports that Sweeney is a registered Republican in Florida, which added another layer to the discourse.
Trump compared Sweeney favorably to Taylor Swift, whom he criticized for her political stances. He cited the recent resignation of Jaguar’s CEO, linking it to a backlash against “woke” branding. He warned companies to learn from the boycotts faced by brands like Bud Light for their progressive marketing moves.
The ad features Sweeney making a pun linking “jeans” and “genes.” Critics argue this could imply that certain traits, like her blue eyes and blonde hair, are more desirable. Anthropology professor Shalini Shankar pointed out that this aligns American Eagle with a problematic identity. She advised that brands need to be mindful of language and imagery in marketing.
Sweeney has yet to comment on the backlash. Meanwhile, American Eagle defended the ad, emphasizing its focus on celebrating individual style. They stated, “We’ll continue to celebrate how everyone wears their AE jeans with confidence.”
Support for Sweeney has emerged from several high-profile Republicans. Vice President JD Vance spoke about her situation, saying, “Continue to tell everyone who thinks Sydney Sweeney is attractive is a Nazi.” Ted Cruz also chimed in, questioning why the left would attack a beautiful woman.
The conversation surrounding this ad reflects broader societal tensions. The role of advertising in shaping cultural narratives is significant. Studies show how media representation impacts public perception. In a recent survey, 68% of young adults expressed concerns about brands taking political stands. While many support authenticity, they fear a backlash in response to perceived partisanship.
As the dialogue evolves, responses on social media have been mixed, with support for Sweeney and American Eagle, as well as criticism for the ad’s messaging. Users on platforms like X (formerly Twitter) have debated whether the ad is empowering or problematic.
This incident showcases the challenges brands face in today’s divided climate. As consumers become increasingly aware of the implications of advertising, companies must navigate carefully to avoid backlash while remaining true to their identities.
For more insights into how marketing shapes culture, see this article from CNN on the broader implications of the Sydney Sweeney situation.
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