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Donald Trump praised Sydney Sweeney’s American Eagle denim ad after learning she was registered as a Republican, then criticized Taylor Swift in a Truth Social post on August 4, 2025. The ad’s “great jeans” slogan and a separate genes-and-jeans teaser had already prompted debate over whether the wordplay carried racialized implications; American Eagle said the campaign was about jeans.
What did Trump say about Sydney Sweeney’s ad?
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 registered with the Republican Party of Florida on June 6, 2024. The next day, Trump posted on Truth Social that Sweeney, “a registered Republican, has the ‘HOTTEST’ ad out there.” ABC News also reported that the post said the jeans were “flying off the shelves.” That was Trump’s characterization, not verified sales data.
In the same reported post, Trump complained about Bud Light and Jaguar advertisements and renewed his criticism of Swift. The Washington Post also reported on the remarks. The available reporting does not establish that Trump’s post caused a change in American Eagle’s product sales.
What was in the campaign—and what was separate?
The “great jeans” campaign
American Eagle launched its fall denim campaign with Sweeney in late July 2025. Its central line was “Sydney Sweeney has great jeans,” playing on the sound of “jeans” and “genes.” The Associated Press reported that the company described its language to trade media as “clever, even provocative” and “definitely going to push buttons.”
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The genes-and-jeans teaser
A separate teaser video appeared on American Eagle’s social channels; AP emphasized that it was not part of the ad campaign itself. In it, Sweeney said: “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: coverage and criticism often discussed the wordplay across both, but they were not the same creative.
Why did the ad become controversial?
Some critics argued that the genes-and-jeans language, considered alongside Sweeney’s blonde hair and blue eyes, echoed eugenics or racialized ideals of beauty. Eugenics is a discredited theory that seeks to improve populations through selective breeding, as AP explained. Other commenters rejected that interpretation, saying critics were reading too much into a denim ad. These are competing audience interpretations; the reporting establishes that the debate occurred, not what the advertiser intended.
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American Eagle responded on August 1: “Sydney Sweeney Has Great Jeans is and always was about the jeans.” The company added that it would celebrate how people wear its jeans with confidence, “their way,” and said, “Great jeans look good on everyone.”
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Did Trump’s praise boost American Eagle sales?
Reports documented a sharp, short-term move in American Eagle’s share price and a jump in media attention, but neither demonstrates that more jeans were sold because of the campaign or Trump’s post.
| Measure | What was reported | What it does—and does not—show |
|---|---|---|
| Share price | The Los Angeles Times reported American Eagle shares closed up 24% at $13.28 on Monday, August 4, 2025, then fell about 10% the next day to $12.02. | A dated market reaction, not a measure of merchandise sold or proof of what caused the price change. |
| Media attention | Axios reported that Memo readership data showed roughly 3,000 news articles reaching more than 50 million readers; about 29 million readers came from left-leaning outlets. Signal AI data cited by Axios showed American Eagle mention volume rose 18 times after the campaign launch, with sentiment shifting from +50 to -31. | Coverage, mentions, and measured sentiment—not sales. |
| Store visits | Axios cited PassBy data showing store foot traffic decreased roughly 4%. | Foot traffic is not a direct sales figure; Axios said there was no indication the jeans were selling in high quantities. |
| Company context | The Los Angeles Times reported American Eagle announced a $75 million write-off of spring and summer merchandise in May 2025. It reported first-quarter net revenue of $1.1 billion, down 5% year over year, and comparable sales down 3%. | Company-wide figures from that period provide context, but do not isolate the campaign’s effect. |
The market figures describe a brief window around the August 4 remarks. A share-price rise, viral reach, or higher mention volume cannot substitute for transaction data showing how many pairs sold or why customers bought them.
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