After President Donald Trump openly supported American Eagle Outfitters' controversial ad “Sydney Sweeney Has Great Jeans” campaign starring actress Sydney Sweeney, the company's stock price increased by about 25% on Monday.
The advertising for denim revolves around a wordplay between the terms "genes" and "jeans." Sweeney opens the ad by explaining how hereditary characteristics, such as eye and hair color, are inherited from parents to children before adding that she is wearing blue jeans.
The narrator then finishes the ad with the slogan, "Sydney Sweeney has great jeans."
Since it was released, the ad has caused a significant amount of controversy. The campaign has drawn criticism for a number of reasons:
Some viewers interpreted the genetics reference as evoking uncomfortable historical undertones, while others questioned if the advertisements were too sexualized, revolving around whether the campaign appealed to what some referred to as the "male gaze," which could be in opposition to Aerie, another company brand of American Eagle that has established a reputation for body-positive messaging through the use of diverse models.
Following Sweeney's disclosure that she is a registered Republican voter, President Donald Trump endorsed her. Trump praised the jeans as "flying off the shelves" and claimed that Sweeney had the "HOTTEST ad out there" on his Truth Social platform.
https://truthsocial.com/@realDonaldTrump/posts/114970952739677687
"Being WOKE is for losers, being Republican is what you want to be," Trump said in the following tweet. At first, the president spelled the actress's first name incorrectly as "Sidney" before re-posting and removing the tweet.
American Eagle's financial performance was immediately impacted by the presidential support. By market closure, the company's stock price had increased by 24% to $13.32 per share, giving the retailer a $2.3 billion market value.
Over the previous year, the stock had fluctuated between $9.27 and $22.82, so Monday's increase was remarkable to buyers.
Further debates concerning politics, advertising, and cultural messaging have been sparked by the ad. Bill Maher, the host of HBO, and other critics have backed Sweeney and the campaign against what they say is an exaggerated response from people.
Versions of the advertising are still accessible online, though some assets were reportedly taken down from American Eagle's official social media accounts. The business is still dealing with concerns about how to navigate a more divisive political climate.
American Eagle has publicly defended the ad campaign in the heat of the ongoing controversy, standing behind its creative choices.
